Retail Food Group (RFG) has appointed Thinkerbell as creative and media partner for four of its brands: Donut King, Crust Pizza, Brumby’s Bakery and Gloria Jean’s.
Appointed following a competitive pitch process, Thinkerbell will bring its Measured Magic approach (marketing science meets hardcore creativity) to help drive growth across RFG’s portfolio.
“We were impressed by Thinkerbell’s strategic clarity and the way they balanced rigorous evidence with bold creativity,” said RFG chief marketing officer, Tanya Watt.
“Donut King, Crust, Brumby’s and Gloria Jean’s each play a different role in Australian culture, and we’re excited to partner with an agency that understands how to grow them individually while elevating the portfolio as a whole.
“We’re confident this collaboration will deliver meaningful impact for our customers and franchise network.”
The pitch was run by Mad Clarity.
BCM Brisbane held the account in 2008.
“Retail Food Group’s brands are part of everyday Aussie life - whether it’s a sweet treat, a pizza night, coffee ritual or grabbing a loaf of bread from Brumby’s,” said Thinkerbell North general manager, Phillippa Netolicky.
“Through Measured Magic, we’ll create culturally relevant, behaviour-changing work that drives real commercial outcomes for each brand and the broader RFG portfolio.”
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