Real Pet Food brand Ivory Coat appoints The Royals as new creative agency

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Real Pet Food brand Ivory Coat appoints The Royals as new creative agency

Keen to expand its share of the pet food market, Ivory Coat has charged creative purebreds The Royals with driving sustainable long-term growth.


Natural, Australian pet food specialist Ivory Coat has hired The Royals to create a brand platform to increase its share of a $2.9 billion market.

With pets in Australia now outnumbering humans, Ivory Coat seeks to seize an ‘unfair share’ of the pet food pie by cutting through the clutter and clichés of the category.

Set to launch in 2022, the integrated campaign will include a broad range of executions across print, OOH, PoS, digital and PR.

Says Josh Wheeler, marketing manager, Dog Portfolio at Ivory Coat: “The pet food market is a very competitive space, so we aim to deliver a brand platform bold and distinct enough to drive long-term growth. Aussies love their pets and we’re confident they’ll love our Australian made, natural, high-quality and nutritious pet food made from Australian meat and natural superfoods. That’s why we’re excited the Royals are helping us win over the millions who want nothing but the best for their best mates.”

Says Dan Beaumont, managing partner of The Royals: “The Royals family includes a growing number of pets – with many making the return to the office along with their human parents – so we’re thrilled to be partnering with Ivory Coat in their quest to deliver better nutrition and a healthier lifestyle for Australia’s pets.”

The Ivory Coat appointment is the latest of several key client wins for The Royals over the past six months, including Koala, MYOB, Motorola and MOSH.