Burger King set to pitch creative account in Singapore

The talks come during a time of expansion for the fast-food chain in the city-state.

According to one source from an agency that has been approached by Burger King, though discussions are in its early stages, the restaurant may be looking for an advertising AOR. “I definitely think that it would be for an agency-of-record,” the source said. “One issue in the past has been that it’s only relied on agencies doing ad-hoc projects from time to time, so that hasn’t helped it.”

“It might be looking to elevate its brand and do some things on the advertising side,” the source added. “It’s also launched its higher-end burger bars in Singapore and might be might be looking to promote its burger bars.”

The discussions come amid Burger King’s ongoing expansion in the market. In January, Burger King Singapore reached an agreement to acquire 35 restaurants in Singapore from franchisee Bon-Food. The deal represented the bulk of the 40 Burger King restaurants that Bon-Food currently operates in the Lion City.

Following the completion of the deal in March, Burger King Asia-Pacific will operate a total of 39 Burger King restaurants, as well as its Whopper Bar restaurant at Clarke Quay.

“[The discussions] have to do with it taking over their franchisees earlier this year, so I hear that it is looking but I don’t know what for or who it’s called,” said another source.

Earlier this year, president of Burger King for Asia-Pacific, Peter Tan, said that the US fast food chain is committed to strengthening its brand presence on a global scale and is well positioned for continued growth in Singapore.

He added then that the acquisition will diversify Burger King's global company restaurant portfolio, and establishes Singapore, its Asia-Pacific headquarters, as a strong market for the company.

Philip Ho, head of marketing at Burger King Asia-Pacific, could not be reached for comment at press time.

Last year, Burger King Singapore came under fire for a sexually explicit advertisement it launched to promote its Super Seven Incher sandwich. The ad, created by Singapore agency Religion, was criticised by media worldwide.