This presentation looks into how (large-scale) first-principles models of chemical process plants can be embedded in a framework for advanced process control based on real-time dynamic optimisation. It goes beyond the conventional MPC/RTO architecture and looks into the challenges of i) control problem formulation and interpretation and ii) appropriate handling of soft constraints in an industrial real-time setting. Several simulations of a realistic industrial case study are shows, where the performance of the original (nonlinear) model and a linear-time invariant approximation is compared in terms of i) quality of the solution and ii) computation time. We demonstrate that with state-of-the-art modelling tools it is possible to apply rigorous real-time dynamic optimisation based on sound first-principles models to drive the efficiency of industrial-scale process operations.