Breed and Texas Chicken bring back battling Aunties in digital campaign

Texas Chicken’s combative auntie’s, Bee Li and Makcik Halijah, have renewed their battle in a new ad from independent agency Breed.

The online video sees the pair trapped in a TikTok-style universe, racing through increasingly absurd scenarios to get their hands on the Texas Sambal Chicken.

The campaign follows on from a campaign last year where Bee Li and Makcik Halijah mocked each other’s recipes, through rap.

It will appear on YouTube and Facebook while individual segments will appear on Instagram Stories and the platform that inspired it in the first place – TikTok.

Breed founder Keith Kwek said: “Our goal was to make Texas Chicken Sambal relevant in a way that hasn’t been done by anyone yet, so we turned to the weird, diverse and incredibly creative world of TikTok as our source of inspiration.

“It’s a huge community that’s gone under the radar ad-wise so we thought it would be great for Texas Chicken to tap into it.”

Texas Chicken Singapore director of marketing and branding Eugene Lim added: “We needed to stand out in the highly competitive Quick Service Restaurant category, so we served up something in a relevant and engaging way.”


Creative Directors: Keith Kwek & Low YH
Copywriter: Jerome Lum
Art Director: Renny Normala, Annabella Goh
Account Planning: Hazel Tiara Hans
Intern: Keren Ma
Director: Keith Kwek
Producer: Rebecca Orlati
Clients: Eugene Lim, Qing Ning Koh & Jerlyn Then


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