The Royals win Deliveroo creative and strategy account

The Royals has been appointed to handle the strategy and creative account of Deliveroo.

The creative agency has begun work on the food delivery platform's marketing and advertising strategy, following a competitive five-way pitch.

Deliveroo head of marketing Laura Wilson said: "The Royals demonstrated a rigorous understanding of the challenger mindset and an impressive calibre of creative and strategic thinking.

"They’re the perfect partner to help us win the hearts and minds of more food-loving Aussies and ultimately to convert them to Deliveroo. We’re excited for what’s to come," she added.

The Royals managing partner Dan Beaumont said of the win: "The offering in the food/grocery delivery category is quite homogenous and purely based on 'convenience'.

"So, brands are fighting hard to differentiate – predominantly by personality and media spend – creating an exciting brand-based battlefield to gain a share of consumers' minds in order to build loyalty," he continued.

"Over the past few months, we've met a passionate bunch of people at Deliveroo focused on doing brave, effective work to aggressively grow share. We're thrilled to be appointed to the account and we can’t wait to stir up the food delivery market," he added.

The new account adds comes after the agency recently won Smartpay, Real Pet Food Co, Guide Dogs Australia, MYOB and Open Universities.