Award-winning smallgoods manufacturer 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.
Says Sophie Fetterplace, head of marketing and innovation at George Weston Foods: “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.”
Says Steve O’Farrell, managing partner, The Royals: “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.