Australian-owned bakery chain Bakers Delight has appointed The Royals as its content agency, following a four-way pitch.

The Royals will handle content strategy and execution for the brand across all owned channels, with a focus on a richer customer experience, improved brand loyalty and conversion rates.

The appointment is effective immediately.

Bakers Delight began life as a single bakery in Hawthorn, Victoria in 1980, and can now be found in more than 700 locations across Australia, New Zealand, Canada and the US.

Bakers Delight head of retail and advertising Jodi Murray-Freedman said, “The Royals brought an infectious enthusiasm and great strategic thinking to the table, and we were impressed with their level of understanding and interest in our business.

“I’m confident that they have the strategic smarts and creative power to push the potential of content in social channels to new areas.”

The Royals innovation partner Dave King added, “Bakers Delight has a great brand heritage with an incredibly savvy marketing team behind it, and we’re excited to be working with them to elevate the brand’s communications and engagement across all social channels.

“Our creative and content teams will be working together to deliver compelling tactical and social work with a bigger idea behind it. We can’t wait to get started.”

The appointment adds to The Royals’ growing national portfolio of clients, and follows the recent wins of Australian Super and the Northern Territory master brand.