Darrell Lea has changed the name of their Liquorice Allsorts to ‘Darrell Lea Loves Allsorts’, in partnership with QLife, an Australia-wide free and anonymous LGBTQI+ phone and webchat service.
Melbourne agency Akkomplice has developed an outdoor campaign, which will be showcased across Sydney metro sites. There is also a storefront takeover of the IGA on Oxford Street (pictured).
In preparation for Mardi Gras, a percentage of sales from each packet of Darrel Lea Loves Allsorts will be donated to QLife, which offer free support on issues such as identity, sexuality, gender, feelings, bodies and relationships.
Sara Oteri, Executive Creative Director of Akkomplice said, “the creativity is celebratory in every sense of the word. It’s unapologetically bold, proud and playful – everything that Mardi Gras represents.”
“Whilst a lot of other brands talk about core values and inclusivity, here’s a great example of a brand that actually goes beyond the rhetoric with meaningful action.”
Aimee Cutajar, Darrell Lea’s Senior Marketing Manager, said “we were excited to work with Akkomplice to add a colourful new dimension to our iconic and much-loved Liquorice Allsorts range. Darrell Lea is a company that is proudly made up of all sorts of people and it’s this diversity that has created the perfect recipe for our success.”
“We celebrate and encourage inclusivity within our business and within our society. As a business, we strive to make it better – not just in the products we make but how we impact our community.”
The money donated from the sale of Darrell Lea Loves Allsorts will go towards expert training for QLife’s volunteers so they can meet the changing needs of Australia’s LGBTQI+ community.
Nicky Bath, CEO of the National Health LGBTI Health Alliance said, “thank you to each person who purchases one of these limited-edition packs of ALLSORTS.”
“QLife is a vital service for so many LGBTI people and the Alliance is proud to work in collaboration with our state-based partner organisations who deliver the QLife service.”
The limited-edition packs of Allsorts will be available from mid-February until sold out.
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