The Royals Take A Bite Out Of DON Smallgoods’ Creative

The Royals Take A Bite Out Of DON Smallgoods’ Creative

DON Smallgoods has awarded its creative account to The Royals following a pitch, and tasked the agency with creating a brand platform and campaign to reignite DON’s iconic status among all Australians.

Part of George Weston Foods, DON has been synonymous with ham, bacon and other smallgoods Australia-wide since 1947.

Set to launch later this year, the brand platform and campaign will seek to drive long-term growth for the brand in a saturated and competitive category.

Sophie Fetterplace, head of marketing and inovation at George Weston Foods, said: “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.”

The Royals managing partner Steve O’Farrell added: “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.”

The appointment adds to a successful run of recent client wins for The Royals, including Deliveroo, Smartpay, Real Pet Food Co, Guide Dogs Australia, MYOB and Open Universities.




Please login with linkedin to comment

Don Smallgoods the royals

Latest News

Sydney Comedy Festival: Taking The City & Social Media By Storm
  • Media

Sydney Comedy Festival: Taking The City & Social Media By Storm

Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]

Global Marketers Descend For AANA’s RESET For Growth
  • Advertising

Global Marketers Descend For AANA’s RESET For Growth

The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA  Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]