Darrell Lea hands creative account to SLIK
Australian confectionary company Darrell Lea has appointed SLIK as its creative agency of record following a competitive pitch.
The creative agency will be responsible for brand, strategy, creative and production after pitching the winning idea, ‘100% Darrel Lea’. The concept fits seamlessly under the brand’s ‘Makes it better’ platform, using the colloquialism of ‘100%’ to bring to life Darrell Lea’s commitment to quality, creativity and sustainability, using various proof points – from being 100% palm oil free, to its liquorice being 100% made in Australia.
General manager of marketing at Darrell Lea, Johanna Campbell, said: “For close to 100 years, Darrell Lea has been making it better for generations of Australians. We’re delighted to welcome SLIK into the Darrell Lea family and are excited to be writing the next chapter of a much loved Aussie icon.”
The first campaign centres around Darrell Lea’s soft black liquorice, with the objective of keeping the product front of mind for light and lapsed liquorice buyers.
Alex Schieder, creative director at SLIK, added: “It’s been exciting to work on another iconic Australian brand with the nostalgia, community engagement and fun of Darrell Lea. Their ambition for the brand is a great fit for SLIK’s unique combination of creative innovation and craft, and we’re thrilled to get started.”
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