Lion & Lion bags integrated duties for slew of FMCG brands across SEA

Denmark-based international fruit drink brand Sunquick and Japan-based food company Glico APAC have appointed digital marketing agency Lion & Lion Digital Group following a pitch. Additionally, cafe company Secret Recipe has also renewed the contract with the agency for another year. These appointments and renewal are said to be spurred as a result of the agency’s “continued commitment and proven ability to deliver results” to help clients grow as stated on the press release by Lion & Lion.

Under the appointment with Sunquick, Lion & Lion will be responsible for managing Sunquick’s social strategy, creative content and community management to further strengthen the brand’s position across Malaysia, Singapore, Philippines, and Vietnam, as well as increase its range of concentrates among consumers in those regions. There was no pitch for the account and the appointment is for a year. The spokesperson told A+M that it consolidated the accounts across four countries, setting up a regional hub to help the brand increase operational efficiency.

Meanwhile under Glico APAC, the agency is appointed to inspire people to adopt "A Wholesome Life in the Best of Taste", which is the company’s core philosophy. From the press statement, Lion & Lion will be responsible for Glico APAC’s integrated communications work including strategy, creative, social, and digital services for its products Pocky, Pretz, Pejoy and to advance the brand presence among Malaysian and Singaporean consumers. The pitch for Glico was held in March and saw four agencies vying for the account. The appointment is from August 2020 to December 2021.

Under Secret Recipe, the ongoing partnership with Lion & Lion is said to have been instrumental in bolstering the Secret Recipe’s online presence and increasing sales by augmenting its online delivery. With the renewal of contract for another year, Lion & Lion will be managing the brand’s social media across platforms and growing the community along with a focus to drive the brand’s online business with strategic initiatives. The appointment is for a year.

Ian Leong, regional brand manager of Glico APAC said the company wanted an agency partner that could “transform its understanding of consumers into impactful communication, and also be able to keep up with the cadence of the Impulse Snack Category”. “We are excited to work with Lion & Lion to bring Glico’s vision of "A Wholesome Life in the Best of Taste to this region,” Leong added.

Evelyn Lee, senior brand manager of Secret Recipe said the company’s long-term relationship with Lion & Lion had been a fulfilling one, as the agency had a “deep understanding of its business and had helped elevate brand awareness and boost its online sales with strategic approach” despite challenging economic times. Together with Lion & Lion, we look forward to continuing the momentum in our business growth,” Lee added.

Jeppe Carlsen, MD of Lion & Lion said working with Secret Recipe, a homegrown brand in Malaysia was a pleasure and honour for the agency, especially since Lion & Lion itself started in KL. He also added that the company was delighted to have another year of “good excuses to keep up the consumption of the cake in its office”. “Adding on top of that both Glico’s Pocky and Pretz brands and Sunquick to our snack pack certainly underscores our dedication to driving result and building brands in the food, snacks and beverages segments,” Carlsen added.

The re-appointment by Secret Recipe comes after a three-year successful partnership, with Lion & Lion's past duties including rolling out the brand's campaign, "The Secret Recipe to Happiness, Celebrating 22 years of Sweet Moments" to position Secret Recipe as a brand that had a strong brand heritage, and resonated with happiness, celebrations, family and birthdays. 

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