Darrell Lea - a brand getting it right
An Australian family owned business established in 1927, and after nearly collapsing in 2012, Darrell Lea is shining brighter than ever before.
With strong brand equity and awareness, Darrell Lea owned a place in the hearts of older Australians. And while the brand wanted to maintain those relationships it needed to build relationships with a younger audience to ensure its future.
From asking questions and listening, Darrell Lea developed a deep understanding their customer, and responded accordingly. A new brand identity, new packaging, new products, and sharing their journey with consumers resulted in stronger relationships, increased trust, and brand advocacy.
Next, they demonstrated their commitment to sustainability. In 2019 the brand moved to 100% sustainable cocoa, and last week they announced Darrell Lea is PALM OIL FREE, the first Australian chocolate supermarket brand to do so.
The Darrell Lea brand understands and cares about what it’s customers think, want and need from a brand and responds.
There is nothing about Darrell Lea that is going dark.
Congratulations to Marketing Director Tim Stanford and the team at Darrell Lea, we can’t wait to see what’s next.