Royals appointed as creative agency of record for Don Smallgoods

Royals have been appointed as the creative agency of record for Don Smallgoods after a competitive pitch.

The creative agency will create a brand platform and campaign that will renew the iconic company's status among Australian consumers which is set to be launched later this year.

The new brand platform and campaign will seek to drive long-term growth for iconic brand, which is part of George Weston Foods, in a saturated and competitive category.

Sophie Fetterplace, head of marketing and innovation at George Weston Foods, said of the appointment: "While Don remains well known among many Australians, driving preference at shelf remains a key challenge particularly in such a competitive market.

"The Royals impressed us not just with their understanding of the category and Don Smallgoods brand, but also in their cultural alignment with the George Western Foods business. We can't wait to unleash this next phase of Don brand growth together," she added.

Steve O’Farrell, Royals managing partner, commented: "The Royals are all about cured meats and they don't come any better than Don Smallgoods.

"Don is one of the iconic FMCG brands in the country and we're thrilled to be tasked with the challenge of unlocking positive change for the Don's range now and in the future." he added.

The Royals appointment to the Don Smallgoods creative account follows the announcement of several other creative wins this year.

In March, the agency announced it had won the creative and strategy account of Deliveroo.

The creative agency was tasked with the food delivery platform’s marketing and advertising strategy, following a competitive five-way pitch.

Additional recent client wins for Royals includes Smartpay, Real Pet Food Co, Guide Dogs Australia, MYOB and Open Universities.

See also: The Royals win Deliveroo creative and strategy account