The Royals wins Bega Group’s Dairy Farmers creative pitch
Bega Group has chosen The Royals as its creative agency partner for its Dairy Farmers portfolio following a competitive pitch.
The account, which Mumbrella revealed went to pitch earlier this year, was previously held by AJF Partnership for over five years.
Bega Group was said to be seeking a new creative direction for the iconic Dairy Farmers brand – celebrating its 120 years of history and community.
“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,” said Matt Grey, general manager, marketing and innovation at Bega Group.
The brand engaged media consultancy Madclarity to lead the pitch, which involved three agencies. The consultancy described the pitch as thought-provoking, with excellent strategic thinking from all the agencies.
“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,” Gray continued.
“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.”
Managing partner at The Royals, Steve O’Farrell, said: “The Royals are delighted to be entrusted with a leading brand for dairy products in Australian supermarkets, Dairy Farmers.
“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.”
In late 2022, the agency was forced to make a number of roles redundant after the closure of Deliveroo, as the delivery service was a “significant client” and its shut down was an “unexpected event”, according to an agency spokesperson.
However, in 2023, the agency began to bounce back – launching work for Snackbrands Australia’s CC’s, marking the brand’s first major marketing campaign “in some time”. It also created some cheeky work for online sex toy retailer, Wild Secrets, aiming to normalise sexual pleasure for older Australians.
The Royals was also appointed by social enterprise Australian Unity in August, with its remit including strategic and creative duties across the brand’s portfolio. It launched its first campaign last month.
Late last year, it created a chilling campaign for the Brain Cancer Centre, raising awareness of the fact that brain cancer kills more children and people under 40 in Australia than any other cancer.
It finished off the year with a pitch win revealed by Mumbrella, in which it nabbed the University of Melbourne’s creative account.
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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