When new owners took control of Australia’s iconic chocolate brand Darrell Lea they looked to BBS to help relaunch the brand and its products with new packaging and new distribution channels.
The company faced the challenge of communicating the ‘new Darrell Lea’ while retaining the equity embedded in the brand over many decades. The longer-term goal was to change consumption patterns from the traditional ‘sometimes treat’ to a more ‘everyday pleasure’.
It was decided that a sizeable and milestone-related relaunch was the best way to execute the launch and the concept for a Guinness Book of Records attempt at creating the world’s largest piece of “Rocklea Road” was born.
BBS led the media and social media campaigns and focused this around an Australia Day event in Sydney.
Our strategy aimed to deliver maximum publicity and achieved coverage across mainstream broadcast and print media, reaching millions of Australian consumers.
A strategic partnership with Channel 7’s Sunrise morning program helped to cement interest in the Sydney event, with activities on the day including live crosses, outside broadcasts, multiple on-air mentions and celebrity media involvement on the day.
The results demonstrated the mass market credentials of the brand and helped to pave the way for interest from mainstream grocery retainers, with Darrell Lea now stocked in Woolworths, Coles and SPAR across the country.