Chick-fil-A Singapore

Concept Origination · Cultural Insight · Narrative Direction (Pitch)
Agency: McCann Singapore

Context

Chick-fil-A was preparing for its first entry into Asia (Singapore) and needed a culturally grounded way to translate its core value of care and hospitality across a new regional context.

⸻

Concept

I originated the pitch concept “Have you eaten?” — a culturally embedded phrase used across many Asian cultures that functions less as a question and more as a gesture of care. Spoken across generations, dialects, and communities, it expresses concern, connection, and hospitality in everyday life.

⸻

My Contribution

I developed the core cultural insight and narrative framing for the pitch, translating Chick-fil-A’s brand value of care into a familiar, lived behaviour shared across Asian contexts. By anchoring the market entry narrative in a common cultural language, the concept reframed Chick-fil-A not as a foreign brand entering Asia, but as one recognising an existing culture of care.

⸻

Why This Matters

Grounding the idea in everyday language allowed the brand’s values to feel intuitive, human, and native from the outset — rather than imported or abstract.

⸻

What This Demonstrates

My ability to originate concepts from cultural insight and shape narrative direction at the earliest stage of brand thinking, particularly for brands entering new cultural markets.

⸻

Pitch concept and narrative developed during my time at McCann Singapore. Final execution and launch were completed by the agency after my departure.