Royal Selects Crosby

Crosby Marketing has landed the $1-2 million advertising account of Royal Farms.

The Annapolis, Md., agencyoutperformed several shops in a review, including Gilden Integrated and Hottman Edwards Advertising, both located in Baltimore.

Royal Farms, based in Baltimore, operates 110 convenience stores in Delaware, Maryland and Virginia. Crosby will direct a branding effort supported by advertising, in-store promotions and signage, public relations and direct mail.

Tagged “Real fresh, real fast,” a new radio and outdoor campaign will position the stores as destinations for fresh food. Work breaks next month.

“Royal Farms has had proprietary food products since 1959,” said agency president Raymond Crosby, referring to the growing chain’s in-store kitchens and restaurants. “They’re at an interesting juncture now—opening more stores and competing with McDonald’s and Kentucky Fried Chicken for dashboard diners.”

Crosby will also develop promotions for the company’s food products, which include Café Royale coffee, King Subs on bread baked at each location, and Royal Chicken to Go, also prepared on the premises.

“Our goal is to persuade busy consumers to think of Royal Farms first when making a fast-food decision,” said Crosby. “One of our strategies will be to highlight the quality and freshness of their foods.”

The shop will also support the rollout of Royal Express, a touch-screen technology system that allows customers to select and order menu items and toppings, which are then prepared fresh.