BreadTalk hands its digital account to KRDS Singapore

BreadTalk has appointed social and mobile agency KRDS Singapore as its digital agency of record for two of its brands.The appointment comes following a pitch. The account covers the Singapore market and KRDS is tasked to handle the full gamut of social ​media services for the company's BreadTalk and Toast Box brands. In 2014, Publicis was appointed to handle the account for a period of one year.Preetham Venkky, head of digital strategy & business, KRDS Singapore, said that the agency has plans to contextualise the BreadTalk story for interaction and engagement by fans and customers.He added: "BreadTalk has always been a truly world class baker and Singapore's favourite. We are quite excited to be working with the BreadTalk​ team to enhance their presence on social media. BreadTalk has been extremely creative with their offerings and have ensured that each bread in their stores has a story to tell.”Work for the brand has already been rolled out, with BreadTalk’s latest digital campaign, ‘Quest for Flosss’ recently launched to celebrate the brand’s 15th anniversary with its customers. ‘Quest for Flosss’ is an immersive online game where three players with top scores will win an SG50 Jubilee Gold Bar worth SG$448 each.The game officially released on 17 July 2015.The ‘Quest for Flosss’ game begins with players taking the role of BreadTalk’s chef Jin Tok Kong. The objective is to pass through the Flosss kingdom collecting items from the BreadTalk menu such as the roti collection, flosss and Sambal floss to gain points while avoiding dangers such as crabs, rolling pins and fire to reach the end of the game.The campaign was aimed at creating an immersive online experience while introducing BreadTalk’s new menu items and promotions to its customers. The background of the game mirrors the Singapore landscape and also includes road signs adding a unique flavour to the game.Take a look at the game: