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.

Subscribe to keep reading

Your daily source for the latest headlines, in-depth analysis, and breaking stories from around the globe.

Tim Burrowes

I write about the world's media and marketing industry from an Australian perspective Australian lens. I've worked in the UK, Middle East, Asia & Australia. I founded Mumbrella, which we sold in 2017.

Topics

3 COMMENTS

Jimi Bostock 14 Nov 12

One word – excellent !

User ID not verified.

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.

User ID not verified.

A 14 Nov 12

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

User ID not verified.