Bega hands Dairy Farmers creative account to The Royals
The account went up for pitch in March after the former agency of record, M&C Saatchi, and the FMCG giant parted ways.
Bega Group has appointed The Royals to handle the creative account for its Dairy Farmers brand, effective from 1 July 2024.
The brand put the Dairy Farmers creative account up for pitch in March after its former agency of record M&C Saatchi and the FMCG giant parted ways.
It engaged Madclarity media consultancy to manage the pitch, which involved 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," commented Bega Group's general manager, marketing, and innovation, Matt Gray.
"To honour its legacy, and to continue to drive the brand forward, we were on the lookout for a new creative direction. 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.”
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The Dairy Farmers brand houses a number of dairy products including milks, flavoured milks, creams, yoghurts, custards and butter.
The Royals' managing partner, Steve O’Farrell, said the agency was "delighted to be entrusted with a leading brand for dairy products in Australian supermarkets."
"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," he said.
In July 2023, Starcom Australia was re-appointed to lead the media strategy, planning, and buying accounts in Australia for Bega Group.
In May, The Royals was awarded the top spot on AFR Boss' annual Best Places to Work list among media and marketing agencies. Shortly after, it launched the first major campaign for wellbeing company Australian Unity.
