Texas Chicken has partnered Etika International to set up its first restaurant at Aeon Bukit Tinggi Shopping Centre.
This partnership represents Etika's maiden entry into the fast food sector and to tap into the synergistic opportunities of the group's existing frozen food and beverage products.
"As our Texas Chicken brand continues its global expansion, we are proud to work with and attract the best franchisees all over the world," said Jim Hyatt (pictured), chief executive officer, Texas Chicken.
The marketing campaign will kick off in March and reach out to adults ages 18 to 39.
The campaign will focus on building the brand to promote trial and repeat visits from customers within its trade area.
The brand will be publicised via social media, word of mouth and in-store marketing.
It aims to launch eight restaurants by end of 2013 and 80 restaurants in 10 years in high traffic locations in and outside of the Klang Valley.
In addition to the existing menu, Texas Chicken also plans to introduce a localised menu.
For this campaign, the creative is handled by local creative agency Pixofive Creative, media by Skin & Bones, social media by Bricks N Clicks, while Roots Asia manages its PR.