Bega Group has appointed The Royals as the creative agency for its Dairy Farmers brand portfolio, replacing AJF Partnership.

The appointment comes after a competitive pitch process managed by Madclarity, involving three agencies. The Royals' appointment is effective from July 1, 2024.

Dairy Farmers is an iconic Australian brand, offering a range of dairy products including milks, flavoured milks, creams, yoghurts, custards, and butter. The brand has a rich history, beginning in 1900, and has grown to become a leading name in the Australian dairy market. Bega Group, an Australian company that produces, markets, and distributes a wide range of high-quality products for domestic and international markets, was seeking a new creative direction for its flagship Dairy Farmers brand.

"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," said Matt Gray, Bega Group General Manager, Marketing & Innovation.

"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. 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."

The Royals, an Australian creative agency, will now be responsible for steering the creative direction of the Dairy Farmers brand.

"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." said Steve O’Farrell, The Royals Managing Partner.

Madclarity, an Australian-owned, independent media consultancy that helps leading brands achieve better media and advertising outcomes, facilitated the pitch process.

"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." said Mark Leone, Madclarity Managing Director.

The Royals take over creative duties from AJF Partnership, who were the previous incumbent at Dairy Farmers.