Thinkerbell Wins Creative and Media For Gloria Jeans, Donut King, Crust, Brumby's

Retail Food Group (RFG), Australia’s leading multi-brand retail food franchisor, has appointed Thinkerbell as creative and media partner for four of its iconic brands: Donut King, Crust Pizza, Brumby’s Bakery, and Gloria Jean’s.

Appointed following a competitive pitch process, Thinkerbell will bring its measured magic approach (marketing science meets hardcore creativity) to help drive growth across RFG’s portfolio.

The partnership will include creative and media -- across all types of media, from paid to shared, owned, and earned -- designed to deliver brand building communications across all touch points.

Tanya Watt, chief marketing officer at Retail Food Group, said, “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.”

Phillippa Netolicky, general manager at Thinkerbell North, said, “Retail Food Group’s brands are part of everyday Aussie life -- whether it’s a sweet treat, a pizza night, coffee ritual, or grabbing a loaf of bread from Brumby’s. Through measured magic, we’ll create culturally relevant, behaviour-changing work that drives real commercial outcomes for each brand and the broader RFG portfolio.”

The appointment has already started and was the result of a competitive pitch run by Mad Clarity.