KFC Singapore picks new integrated creative and social agency

KFC Singapore has appointed Maker Lab as its integrated creative and social agency. The agency is set to drive the fast-food chain’s creative and social efforts under a three-year contract.

Maker Lab will be responsible for the end-to-end management of the brand’s marketing campaigns. This includes content creation, creative and social strategy, design, and performance marketing.

In addition, the agency will establish an embedded social and creative team working alongside KFC’s marketing leadership to deliver brand events, marketing collateral, and always-on digital and social activity, with a focus on maintaining brand consistency and enabling faster, more agile execution across channels.

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The appointment follows a multi-agency pitch in October 2025 that evaluated capabilities across strategy, creative, social, and integrated brand support. Maker Lab was selected for its proven ability to design specialist teams around client needs, providing a more innovative approach to address existing inefficiencies around costs and quality.

“We’re excited to welcome Maker Lab as our creative partner. They bring a new way of working, with a bespoke team of specialists who will be closer to our brand and part of our day-to-day operations. Having an embedded team means we can move faster, be bolder, and stay closer to our customers’ evolving tastes,” said Jaslyn Lam, marketing and food innovation director at KFC Singapore.

“We’ve always believed that the best work doesn’t happen when agencies and brands work at arm’s length. KFC is an iconic brand that connects with millions of Singaporeans, and we’re so thrilled to help shape their story in the coming years with a model that has been so impactful for our clients in the region” said Intan Mokhnar, managing director at Maker Lab.

KFC Singapore joins Maker Lab's current slate of clients including Google, Samsung, P&G, Grab, Singapore Tourism Board, TikTok, Nike and Figma.

The news also comes as KFC revamps its Kallang outlet in November last year, unveiling neon-lit interiors, interactive features, and Singapore’s first physical merchandise corner. The revamp reflects the brand’s push to make its outlets more than just dining spaces, combining social and lifestyle experiences under one roof.

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