Dairy Farmers Partners with The Royals for New Creative Direction
Source: The DairyNews
Bega Group has embarked on a new creative journey for its flagship Dairy Farmers brand, engaging Madclarity to manage a competitive pitch process that involved three agencies.
Dairy Farmers, an iconic Australian brand with a legacy spanning over 120 years, offers a wide range of dairy products including milks, flavoured milks, creams, yoghurts, custards, and butter. Over the decades, Dairy Farmers has cemented its place in the hearts and fridges of Australian households.
Matt Gray, General Manager of Marketing and Innovation at Bega Group, highlighted the brand’s historical significance and the need for a refreshed creative approach. “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. 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.”
After a thorough evaluation, Bega Group has announced its new partnership with The Royals. “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,” said Gray.
Steve O’Farrell, Managing Partner at The Royals, expressed enthusiasm about the partnership. “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.”
Mark Leone, Managing Director at Madclarity, commended the strategic insights and creative proposals presented during the pitch. “We were pleased to see some excellent strategic thinking and thought-provoking responses from the agencies. We believe The Royals are a great fit for the Dairy Farmers brand and are excited to see the new direction.”
The Royals’ appointment takes effect from July 1, 2024.
Matt Gray, General Manager of Marketing and Innovation at Bega Group, highlighted the brand’s historical significance and the need for a refreshed creative approach. “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. 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.”
After a thorough evaluation, Bega Group has announced its new partnership with The Royals. “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,” said Gray.
Steve O’Farrell, Managing Partner at The Royals, expressed enthusiasm about the partnership. “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.”
Mark Leone, Managing Director at Madclarity, commended the strategic insights and creative proposals presented during the pitch. “We were pleased to see some excellent strategic thinking and thought-provoking responses from the agencies. We believe The Royals are a great fit for the Dairy Farmers brand and are excited to see the new direction.”
The Royals’ appointment takes effect from July 1, 2024.
