Diversified food and drinks company Bega Group has appointed The Royals as its creative agency for the Dairy Farmers brand portfolio, following a competitive pitch.
Madclarity managed the pitch, involving three agencies.
“Dairy Farmers’ story began in 1900, and it has grown to become one of Australia’s leading brands for milk and other dairy products. To honour its legacy, and to continue to drive the brand forward, we were on the lookout for a new creative direction," Bega Group GM, marketing & innovation Matt Gray said.
"We engaged with our long-term consulting partner Madclarity to facilitate the creative pitch process which allowed Bega Group to focus on finding the right partner.
“We are delighted to announce that we will be working with The Royals, who demonstrated a depth of understanding of the Dairy Farmers business, were a great team to work with, and brought strong creative credentials to the table.”
The Royals managing partner Steve O’Farrell said the agency is delighted to be entrusted with a leading brand for dairy products.
"This partnership is about combining The Royals’ ‘Most Interested’ philosophy with Dairy Farmers’ extraordinary brand legacy to create work that’s not only interesting but profoundly impactful.”
Madclarity managing director Mark Leone said the team was pleased to see excellent strategic thinking and thought-provoking responses from the agencies.
"We believe The Royals are a great fit for the Dairy Farmers brand and are excited to see the new direction.”
The Royals appointment is effective July 1.
Starcom Australia, for 18 years, has handled Bega Group's media account.
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