Retail Food Group names Thinkerbell as agency partner

Retail Food Group has appointed Thinkerbell as its creative and media partner for four brands within its portfolio: Donut King, Crust Pizza, Brumby’s Bakery and Gloria Jean’s. The appointment follows a competitive pitch process and covers both creative and media responsibilities.

Thinkerbell will work across paid, shared, owned and earned media to develop brand communications across customer touchpoints. The remit is focused on supporting growth across the selected brands while maintaining a cohesive portfolio approach.

Thinkerbell takes on integrated creative and media remit

The agency will apply its approach that combines marketing science with creative development to inform strategy and execution. Retail Food Group selected Thinkerbell based on its strategic framework and use of evidence alongside creative ideas.

Tanya Watt, Chief Marketing Officer at Retail Food Group: “We were impressed by Thinkerbell’s strategic clarity and the way they balanced rigorous evidence with bold creativity. Donut King, Crust, Brumby’s and Gloria Jean’s each play a different role in Australian culture, and we’re excited to partner with an agency that understands how to grow them individually while elevating the portfolio as a whole. We’re confident this collaboration will deliver meaningful impact for our customers and franchise network.”

Agency focuses on portfolio-wide growth strategy

From Thinkerbell’s perspective, the partnership reflects an opportunity to work across multiple established brands with distinct customer roles, while aligning them under a shared strategic direction.

Phillippa Netolicky, General Manager, Thinkerbell North: “Retail Food Group’s brands are part of everyday Aussie life, whether it’s a sweet treat, a pizza night, a coffee ritual or picking up bread from Brumby’s. Through measured magic, we’ll create culturally relevant work designed to influence behaviour and support commercial outcomes for each brand and the wider RFG portfolio.”

The appointment is already in effect and followed a competitive pitch managed by Mad Clarity.

www.rfg.com.au

www.thinkerbell.com

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