Darrell Lea Chocolate Celebrates its History of ‘Making it Better’

Darrell Lea has launched its latest campaign, which takes a look back through its history, from humble beginnings in 1927 and the very first Rocklea Road slab in 1935, right through to today, where Aussies can now find its delicious Rocklea Road in a range of chocolate blocks.

Says Sara Oteri, executive creative director, Akkomplice: “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. 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.”

Says James Ajaka, CEO of Darrell Lea: “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. 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.”

In a lot of ways, Darrell Lea is steeped in tradition, yet it continues to pivot and stay relevant to today’s consumers. Last year the brand removed palm oil from its entire range, sparking nationwide conversation and further reinforcing its pledge to ‘Make it Better’ for consumers and the environment alike.

The campaign is spearheaded by 60” TV underpinned by OOH, social, digital and POS. Media planned and bought by Rapid.