KFC Singapore picks creative partner to cook up new breakfast push

KFC Singapore has appointed independent creative agency Sweatshop to lead the creative development of its breakfast platform and key breakfast campaigns, following a competitive pitch.

The appointment marks a bold new direction for the brand as it looks to shake up the city’s homogenous breakfast market and appeal to a wider morning audience.

The partnership kicks off with the launch of KFC’s new “Break the morning” campaign, which encourages consumers to step away from routine and try the brand’s breakfast menu, featuring its signature original recipe chicken.

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The campaign adopts a bold new visual language for the QSR brand, blending strong KFC identity cues with unconventional morning imagery to stand out in the category. It will run across out-of-home placements, social, digital, and owned media from April through May 2025.

Jaslyn Lam, marketing director at KFC Singapore, said the brand was looking for a partner that could help it cut through a saturated category. “Sweatshop’s creativity and strategic insight impressed us throughout the pitch process, giving us confidence that they can help KFC break new ground in the breakfast category,” said Lam.

Adrian Yeap, founder and chief creative officer at Sweatshop, said the campaign was built on a simple emotional truth: not every morning starts on the right foot. “Our 'Break the morning' campaign is about recognising those tough starts and giving people permission to ‘break’ their usual routine with something unexpectedly fresh and satisfying - like the flavourful boost of KFC’s original recipe chicken at breakfast,” said Yeap.

"We believe that a small change such as adding a bold breakfast option can turn a bad morning around," he added. 

KFC Singapore's appointment of Sweatshop is not the only new partnership the fast-food brand has up its sleeves. Earlier this month, KFC Singapore broke into the entertainment scene with its exclusive partnership with Live Nation Singapore.

Under the new partnership, KFC customers who spend at least SG$15 per transaction can enter an instant draw to win concert tickets, exclusive merchandise, KFC vouchers, and unique fan experiences such as backstage tours, VIP suite access, sound check pass, and early entry to the concert venue, amongst others. To join, customers must scan a QR code and enter their receipt number for a chance to win instantly.

In conversation with MARKETING-INTERACTIVE at the time, Lam said that music, like food, stirs emotion and brings people together and that the partnership will bring unforgettable concert experiences to KFC fans.

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