Darrell Lea is celebrating 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 new 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," Akkomplice executive creative director Sara Oteri says.
"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."
Darrell Lea CEO James Ajaka says the brand is proud of its long Australian history.
“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," Ajaka says.
"We are excited about bringing these stories to the forefront of our business and sharing them far and wide.
“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."
The campaign is spearheaded by 60-second TV underpinned by OOH, social, digital and POS.
Media has been planned and bought by Rapid.
Last year Darrell Lea removed palm oil from its entire range to reinforce its pledge to "Make it Better" for consumers and the environment alike.
The campaign sparked conversation after being likened to Cadbury's famous commercial featuring a gorilla drumming.
The brand is no stranger to controversy over its ads, receiving a cease and desist letter from Sensis which owns Yellow Pages, after it created a commercial that copied the iconic "Not happy, Jan" ad with its own twist, "No worries, Jan".
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
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