Darrell Lea launches ads telling customers: We’re still here, and we’re still Australian

Tim Burrowes

November 14, 2012 9:39

Confectionery brand Darrell Lea has launched a campaign thanking the public for its support after the brand went into administration.

The ad features tweets from Aussies sorry to see the brand go, before moving on to tweets celebrating its survival.

Although the brand’s own shops have now closed, it was bought by the Queensland-based Quinn family with distribution now taking place via other retailers including IGA, Coles and Woolworths. A total of 186 of the original 700 Darrell Lea products remain.

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Tim Burrowes

Tim Burrowes is the publisher of Mumbrella and Unmade. He co-founded Mumbrella in 2008 and sister title Unmade in 2021. He's worked in the UK, Middle East, Asia & Australia and has specialised in writing about the communications world for the last 25 years. He wrote the book Media Unmade, published in 2021, and became the presenter of MediaLand on ABC Radio National in 2025.

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3 COMMENTS

Jimi Bostock 14 Nov 12

One word – excellent !

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bipo 14 Nov 12

Kept the chocolates alive but how about the staff of 700 stores. Help place any at IGA too? Would’ve been nice/smart to give that angle a little light.

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A 14 Nov 12

I like the strategy, but the execution could have been better. The advertisement seems underdone, but the letter is fine.

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