Chocolate celebrity heads named ‘best PR campaign’ for Darrell Lea with first-day reach of 33m

Hughes, Preston, Stefanovic

A PR campaign for Darrell Lea featuring the carving and auction of life-size chocolate heads of TV celebrities Dave Hughes, Karl Stefanovic and Matt Preston has achieved a first-day reach of over 33 million, according to PR company DEC Public Relations.

The campaign, launched around Father’s Day, is to raise awareness and funds for the chocolate company’s chosen charity, the Save The Bilby Fund.

The heads are listed on eBay for auction and at time of publishing had only one bid. The proceeds will go to the fund when the auction ends following Save The Bilby Day on September 11.

The campaign was unveiled on Friday on the Today Show, which is hosted by Stefanovic, and has generated “widespread national media pick-up, including Daily Telegraph, Herald Sun, Courier Mail, Perth Now, and mX Sydney,” according to DEC Public Relations who handled the campaign.

The 33 million figure is based on “the cumulative readership/viewer figures of the media coverage achieved on Friday,” a spokesperson told Mumbrella.

Scott Rylands, head of retail, marketing and innovations at Darrell Lea said: “For more than a decade we’ve been supporting the Save the Bilby Fund with sales of chocolate bilbies, raising more than $400,000. This is by far our most successful PR campaign, achieving the largest reach in a very short time period, and generating outstanding awareness of our CSR endeavours during a crucial sales period.”


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