Anak Wins BreadTalk Account amid 25th Anniversary Milestone

After a highly competitive closed-door pitch, brand practice Anak is proud to announce a new client win with BreadTalk, the iconic bakery brand born out of Singapore with a global footprint that spans Southeast Asia, China, the Middle East and more. This partnership comes at a pivotal moment, as BreadTalk celebrates its 25th anniversary this year.

“BreadTalk has been so much a part of Singaporeans’ lifestyles and our local dining culture for the first 25 years. We look forward to partnering with Anak for our next steps, as they support us in our next chapter of global expansion into new markets”, said Joyce Koh, group head for brand and communications for the BreadTalk Group.

Anak has been engaged to lead a comprehensive brand refresh for BreadTalk to complement its market leader position in this highly competitive market. BreadTalk’s brand journey starts now with brand discovery led by cultural consultancy JUNK, leading into Anak revitalising their brand platform and visual identity, and extending the brand expression into new dimensions. These efforts aim to enhance the full customer experience and create distinctiveness in the busy bakery category.

"We are thrilled to partner with BreadTalk at such a significant milestone in their journey, taking a well loved Singaporean brand to the next chapter of its growth,” said Hanyi Lee, creative partner, Anak. "Our mission is to tell BreadTalk’s story for the next 25 years and beyond, helping them to achieve their continued vision of creativity, innovation and market leadership."

This collaboration marks a new chapter for both Anak and BreadTalk, combining strategic insight and creative excellence to drive brand success and growth.