Saatchi Singapore Named AOR for Petra Food's SilverQueen & Delfi Top

Saatchi & Saatchi has been named Agency of Record for two of Petra Foods Limited’s major brands – SilverQueen and Top – after a series of competitive pitching for the accounts involving multiple agencies. As part of this new assignment, Saatchi & Saatchi will drive the creative direction and strategy for both brands in South East Asia, with the account being led from the agency’s regional hub in Singapore.

“We felt that Saatchi & Saatchi delivered an exciting creative and strategic approach for both brands,” said Amos Yang, Chief Marketing Officer, Consumer Division, Petra Foods Limited. “Our consumers are young and vibrant, and in such a competitive confectionery market, Saatchi & Saatchi showed that they understand the opportunities to grow engagement with our audience.”

“Saatchi & Saatchi is very excited to be working on such iconic Asian brands like SilverQueen and Top. Consumers in South East Asia have strong emotional connections with local products, and we look forward to delivering meaningful and fun experiences to further strengthen these relationships,” said Paul Roebuck, CEO of Saatchi & Saatchi Singapore and Malaysia.

Petra Foods has been delighting generations of chocolate lovers in the region for over 50 years, with SilverQueen and Top some of the most popular chocolate confectionery in Indonesia.

This is the first new business win for Saatchi & Saatchi Singapore under the creative leadership of ECD, Dominic Stallard, who joined the agency in April this year.