Australian-owned bakery chain Bakers Delight has appointed The Royals as its content agency, following a four-way pitch.
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
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.
Says Jodi Murray-Freedman, head of retail and advertising, Bakers
Delight: "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."
Says Dave King,
innovation partner, The Royals: "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."
appointment adds to The Royals' growing national portfolio of clients,
and follows the recent wins of Australian Super and the Northern
Territory master brand.