A&W Malaysia appoints PR partner to 'rejuvenate' brand

A&W Malaysia has appointed GO Communications to publicise its expansion plans in the country while rejuvenating the brand to a modern generation of consumers.

A&W plans to leverage on its rich heritage and legacy in Malaysia to make a comeback into the market and this will be done through a mix of communications initiatives. The appointment begins with projects in the first half of 2019, and the campaigns created and executed will include a specific focus to reach out the millennial market.

According to CEO of A&W Malaysia, George Ang (pictured left), said the fast food chain intends to grow the number of its restaurants in Malaysia to 60 by the end of this year and 100 by the end of 2020. This comes as A&W celebrates its centennial anniversary worldwide in 2019.

Ang said the time and market conditions are ripe to revive the A&W image in Malaysia to modern consumers, many of whose parents and grandparents grew up with the brand.

"We could not think of a better partner in this endeavour than GO Communications, who have a strong track record of sound industry knowledge, coupled with an out-of-the-box approach to communications and storytelling,” Ang added.

Peter de Krester (pictured right), CEO of GO Communications, said A&W is a "unique and inspiring" brand, having created a distinct identity while building affinity with Malaysians of all ages.

"Just ask about any Malaysian, young or old, and they’ll have their own unique A&W story to tell. That’s how personal the brand is to Malaysians. Leveraging on this exceptional brand identity, we are indeed thrilled to be working with A&W while restoring the brand to its former and much deserved glory,” he said.

Last July, Restoran Kualiti, a subsidiary of investment holding company KUB Malaysia, sold its entire stake in A&W Malaysia for RM34 million to Inter Mark Resources. The total amount comprises RM30 million for A&W Malayisia’s entire equity interest and RM4 million for reimbursement of intercompany balances.

Meanwhile across the causeway, A&W announced in 2017 that it will return to Singapore in the second half of 2018, due to numerous requests via social media and other channels to bring the brand back to Singapore.