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

darrell lea adConfectionery 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.

The campaign is aimed at telling Australian’s that although the shops has gone, the brand remains. Darrell Lea’s new tagline is “Everyone’s Darrell Lea”.

As well as the TV ad, the campaign also features an open letter from new boss Klark Quinn which will run as a print ad emphasising that the brand remains in Australian hands.

darrell lea open letter

(Click to enlarge)

Darrell Lea Marketing Manager Nicole Waters said: “Australians rushed into closing Darrell Lea stores thinking they would never see their favourite treats again. Some Australians still mistakenly think the brand has gone, but our job now is to let them know that Darrell Lea is back and it’s here to stay.”

The campaign was created by Publicis Mojo with PR being run by BBS Communications.


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