Darrell Lea celebrates its history of Making it Better, in new campaign via independent agency Akkomplice.
Not many brands can say they’ve been a part of Australian’s lives for almost 100 years, let alone while making it better too.
The campaign takes a look back through Darrell Lea’s history, from humble beginnings in 1927 and the very first Rocklea Road slab in 1935, right through to today, where you can now find their delicious Rocklea Road in a range of chocolate blocks.
“Darrell Lea as a brand is quite unique. They’re not just a household name; almost everyone you ask has a fond memory they can recall too. This campaign highlights just that, the moments Darrell Lea has been there – after all, there’s not much their sweet treats can’t make better,” said Sara Oteri, Akkomplice’s ECD.
“We are very proud of the Darrell Lea history and the many ways our products and brand have connected with Australians for almost 100 years. We are excited about bringing these stories to the forefront of our business and sharing them far and wide.” said James Ajaka, CEO of Darrell Lea.
“We also look forward to making it even better by extending our iconic Rocklea Road range into delicious new flavours and formats, including our chocolate blocks” added Ajaka.
In a lot of ways, Darrell Lea is steeped in tradition, yet they continue to pivot and stay relevant to today’s consumers. Last year the brand removed palm oil from its entire range, sparking nationwide conversation and further reinforcing their pledge to ‘Make it Better’ for consumers and the environment alike.
The campaign is spearheaded by 60” TV underpinned by OOH, social, digital and POS. Media planned and bought by Rapid.
CREDITS
Client: James Ajaka, Gabi Bishop, Johanna Campbell – Darrell Lea
Agency: Akkomplice
Founder & Creative Director: Kenny Hill
Executive Creative Director: Sara Oteri
Agency Producer: Sonia McLaverty
Production Company: The Producers
Director: Mitch Kennedy
Executive Producer: Noelle Jones
Post Production: The Post Lounge
Composer: Ack Kinmonth
Media: Rapid Media
