Fitzroy works as a strategic creative agency out of Amsterdam, building campaigns for clients spanning healthcare (VGZ), dairy (Campina), consumer electronics (Fairphone), pet care (Poows), sustainable seafood (Mamasea), heating products (Stoov), advertising itself (La Vie), and Dutch snack food (Smullers). Its client list also includes a new global campaign for Doritos, putting the agency's output in front of both niche Dutch audiences and an international snack brand.
The agency's services run from brand strategy and positioning through visual identity, packaging identity, and brand campaigns, into creative concepting and production, media planning and buying, out-of-home media, and programmatic display and video. Work is grounded in what the agency calls real cultural insights, applied through a framework of Distinctive Brand Assets, with AI used as an accelerator within that process rather than as the starting point.
Campaign lines named in the agency's own material show the range of tone across sectors: Campina's "Voor een betere morgen," Fairphone's "The one that lasts," Stoov's "Meet the Koukleum," La Vie's "unstoppable advertising," and Smullers' Dutch snack branding. Together they move from health-adjacent dairy messaging to sustainability-driven electronics positioning to playful product naming for a heating brand, indicating an agency comfortable shifting register between categories rather than applying one voice across all clients.