Bakers Delight appoints The Royals to content account

Bakery chain Bakers Delight has appointed Melbourne-based creative agency The Royals to its content account.

The appointment will see The Royals handle Bakers Delight’s content strategy and execution for the brand with an emphasis on brand loyalty and improving conversation rates with its consumers.

The Royals has won Bakers Delight’s content account

McCann Melbourne is Bakers Delight’s creative agency of record and will continue to work on the brand’s creative strategy and execution.

Jodi Murray-Freedman, head of retail and advertising at Bakers Delight, said in a statement: “The Royals brought an infectious enthusiasm and great strategic thinking to the table, and we were impressed with their level of understanding and interest in our business.

“I’m confident that they have the strategic smarts and creative power to push the potential of content in social channels to new areas.”

Dave King, innovation partner at The Royals, said the brand has a great heritage with a strong marketing team behind it.

“We’re excited to be working with them to elevate the brand’s communications and engagement across all social channels. Our creative and content teams will be working together to deliver
compelling tactical and social work with a bigger idea behind it. We can’t wait to get started.”

The content account win comes two months after the Melbourne-based agency won Australian Super’s creative account and The Northern Territory Government’s master brand.

The Royals’ clients include Australian Super, Mercedes-Benz, Natural Chip Co, Aperol Spritz, Zooper Dooper and City of Melbourne.


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