Yoshinoya hands media to Dentsu

The award follows Dentsu’s recent appointment to the brand’s creative duties.

Several agencies were believed to be involved in the initial rounds of the media review. A campaign to promote the Japanese fast food brand’s revamped operations in Singapore is expected to launch in September.

A Dentsu spokesperson said the decision reflected a “strength in creative and innovative usage of media that would enhance the creative idea.”

The fast food chain has more than 1,200 outlets around the world, including Japan, the US, Hong Kong, China, the Philippines, Singapore, Malaysia, Taiwan and Australia.