What you need to know:

• The Royals to build brand platform and campaign for Don.
• Must be good.

Creative agency The Royals has continued its hot streak by winning a pitch to build a brand platform and campaign for food firm Don, purveyors of pork and other products since 1947.

The brand is owned by George Weston Foods, whose Head of Marketing & Innovation, Sophie Fetterplace, 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.”

After bringing home the bacon, 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  range now and in the future.”

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.

The win continues The Royals recent run of form that has delivered Deliveroo, Smartpay, Real Pet Food Co, Guide Dogs Australia, MYOB and Open Universities into its brand stable.