KFC Singapore has selected independent creative agency Sweatshop to lead the development of its breakfast platform and key marketing campaigns. This appointment follows a competitive pitch and marks a significant shift in the brand’s approach to the city’s breakfast market.
The partnership begins with the launch of the “Break the morning” campaign, designed to encourage consumers to step out of their usual routine and try KFC’s breakfast offerings, which include the brand’s signature original recipe chicken. The campaign introduces a bold new visual style, combining KFC’s familiar brand identity with unconventional morning imagery to stand out in a crowded market. It will be featured across out-of-home placements, social media, digital platforms, and KFC’s own media channels from April to May 2025.
Jaslyn Lam, Marketing Director at KFC Singapore, explained that the brand sought a partner capable of cutting through the saturated breakfast category. “Sweatshop’s creativity and strategic insights stood out during the pitch, giving us confidence they can help KFC make a mark in the breakfast space,” she said.
Adrian Yeap, founder and chief creative officer at Sweatshop, noted that the campaign was built on a simple emotional truth: not every morning begins smoothly. “Our ‘Break the morning’ campaign acknowledges those tough starts and offers people the chance to break their usual routine with something unexpectedly fresh and satisfying—like the bold taste of KFC’s original recipe chicken at breakfast,” Yeap said.
In addition to this new campaign, KFC Singapore is also exploring exciting partnerships. Earlier this month, the fast-food brand entered into an exclusive partnership with Live Nation Singapore. Customers who spend at least SG$15 can enter a draw to win concert tickets, exclusive merchandise, KFC vouchers, and unique fan experiences such as backstage tours, VIP suite access, sound check passes, and early entry to concert venues. To participate, customers simply scan a QR code and enter their receipt number for an instant chance to win.
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