Kedia Ayamas has launched a rebranding exercise, which costs RM200,000, involving a new logo and tagline ‘More Than Just Chicken'.
Tuan Haji Jamaludin Md Ali (pictured), managing director of KFC Holdings Malaysia, told A+M, "We had to improve ourselves and make changes so the brand will become more vibrant. As per the tagline, we want people to know that our offering go beyond roast chicken and that we've changed our concept into a neighbourhood grocery store."
Kedai Ayamas has increased its product offering from 400 in 2010 to over 1,000 products including frozen products, fresh chilled chicken and sundry products like sauces, confectionery and beverages.
It will run a contest for consumers until 31 July, accompanied with radio and press ads, marking Ayamas' first venture into ATL advertising.
Kedai Ayamas last year recorded sales of RM78million, of which 5% was put into marketing. This year, it aims to spend the same amount on marketing.
Agencies behind the campaign and rebrand are Mindbender Integrated for creative and Trapper MPG for media.
In line with the rebrand, KFC Holdings is also investing RM5 million to open 10 more stores nationwide this year, adding to the existing 85 outlets. Ayamas will also open its first overseas outlet in Brunei this year.