JDE Peet's Singapore picks PR agency

JDE Peet’s Singapore has appointed APRW as its agency of record, tasking the independent communications agency with leading integrated communications strategies across its portfolio of brands including L’OR Espresso, Moccona and OldTown White Coffee.

The appointment marks a significant milestone in the relationship between the two companies and follows a year of collaboration across strategic media relations, influencer engagement, experiential activations, product launches and consumer storytelling initiatives.

JDE Peet’s is one of the world's largest pure-play coffee companies, with a portfolio of more than 50 brands sold across over 100 markets globally. In Singapore, its stable of brands spans premium coffee experiences through L’OR Espresso, household favourites such as OldTown White Coffee, and convenient coffee solutions under Moccona.

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Among the campaigns delivered by APRW was the launch of the L’OR Passione Rossa collection in collaboration with Ferrari Hypercar. The multi-phased campaign introduced two limited-edition coffee blends, 'Maranello' and 'Imola', inspired by the spirit of performance and craftsmanship. APRW developed and executed the communications strategy for the launch, with efforts focused on reinforcing L’OR Espresso's premium positioning within the luxury lifestyle space.

The agency also supported a series of campaigns for OldTown White Coffee, including the launch of the brand's coconut-flavoured and pandan variants in Singapore. The initiatives sought to balance the brand's nostalgic appeal with efforts to engage younger consumers, leveraging targeted outreach and consumer-facing storytelling to drive awareness and trial.

More recently, APRW worked on the launch of Moccona Liquid, a ready-to-pour coffee format designed to meet the needs of increasingly busy consumers. As the format remains relatively new to the Singapore market, the campaign focused not only on building awareness but also on educating consumers about different consumption occasions and ways to incorporate the product into everyday routines.

To support the launch, the agency oversaw media engagement, product seeding and experiential office takeovers at organisations including VOGUE Singapore, Mothership, GRVTY Media and Overkill Singapore, introducing the product through lifestyle-led coffee experiences.

"Over the course of working together, we have built a strong partnership grounded in trust, collaboration and a shared understanding of how to create meaningful brand storytelling that resonates with consumers," said Julie Chiang, director at APRW.

"From premium lifestyle positioning to everyday coffee moments, it has been incredibly rewarding to support JDE Peet’s diverse portfolio of brands and bring their campaigns to life. We are excited to continue growing this partnership and supporting the brand’s next chapter in Singapore," she added.

The appointment further strengthens APRW's growing FMCG and lifestyle portfolio, adding to the agency's roster of consumer brands and reinforcing its capabilities across integrated communications, influencer engagement and experiential marketing. 

In 2025 alone, the agency bagged a string of new clients, including Our Tampines Hub, Singapore Chamber of Commerce Indonesia and more. 

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