KFC Singapore launches integrated creative pitch

KFC Singapore is running an integrated creative pitch covering the full scope of creative services, including social media.

The brand told MARKETING-INTERACTIVE that it is seeking an agency that shares its vision and ambitions, and one it can grow with as it continues to innovate for the future.

The contract is structured as a 3 + 1 + 1 arrangement, signalling KFC’s commitment to building a long-term partnership.

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The request for proposal (RFP) has been sent to participating agencies, and a formal briefing was held earlier this week.

KFC is targeting to complete the pitch and appoint the new agency by the end of this year.

The brand also thanked incumbent agency R/GA for its work over the past three years. “Together, we’ve delivered campaigns that connected with our customers in meaningful ways,” said Jaslyn Lam, director or marketing and food innovation, KFC Singapore. 

The pitch comes as R/GA prepares to cease operations in Singapore, effective November 2025. According to the agency, the move reflects its shift to focus on its Technology & Creative Production Hub, where client demand is strongest.

Over the years, R/GA and KFC Singapore has partnered on campaigns such as “How do you KFC” spotlighting the different ways Singaporeans enjoy their KFC and “Lucky undies” for Lunar New Year. 

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