Why is this work relevant for Creative Strategy?

Some have disputed the ‘creative originality’ of this campaign (ok, we were cheeky!). But you cannot dispute the creative strategy to which this idea is underpinned by. This work has redefined the Darrell Lea brand and transformed the fundamental operation of its business and the ingredients across its beloved range of confectionary products. A creative strategy so powerful, it gave its multinational competitor a run for their money. As an ambitious challenger brand, Darrell Lea needed breakthrough creative thinking that would have maximum impact and disrupt the market, delivering them game-changing awareness and sales growth. This strategy does exactly that!

Background

As a brand that’s been around for 90+ years, Darrell Lea is loved by many Australians. In recent years, however, Darrell Lea battled for survival against stiff competition from multinational confectionary giants. Undeterred, Darrell Lea began making a comeback, gaining increased distribution and shelf space in major Australian supermarkets for its new range of block chocolates - thereby competing directly with the big guys in one of the biggest and most competitive sectors of the market. The objectives were clear: a creative strategy that would be progressive enough to disrupt the market – specifically, one that would get the brand on the national news. One that would multiply the value of their budget (17 times smaller than the category leader) by capturing the attention of the nation. It needed to result in an immediate and significant impact on sales to satisfy the retailers, locking in their support for continued expansion.

The Interpretation of the Challenge (30% of vote)

As a small player in one of the most hotly contested FMCG categories, Darrell Lea had to take a comparatively small budget and build mass awareness and trial quickly amongst a very broad range of consumers (the confectionary target is one of the biggest). This was needed in a short timeframe to build the confidence of supermarket chains and ensure widespread distribution and future growth (and not allow the dominant competitors to strangle the Darrell Lea brand before it could grow a substantial customer base). As a well-loved Aussie brand, it would be wrong to overtly denigrate competitors, nor did we want to preach to consumers and make them feel guilty about a serious environmental issue. Instead, we had to capture attention, get the whole country talking and inspire a change of behavior.

The Insight / Breakthrough Thinking (30% of vote)

Seeing Zoos Victoria eject a competitor due to concerns over unsustainable palm oil use prompted the idea that Darrell Lea could gain competitive advantage by removing palm oil from their range. We still had to check the idea would be easily understood/motivating to consumers, so commissioned quant research that found: 75% agreed there are environmental concerns about Palm Oil 52% agreed removing PO is better than sustainable PO 70% agreed orangutan populations have been reduced by PO 64% were more likely to buy chocolate that was PO free Vs containing PO This gave us the confidence that leading our Palm Oil Free campaign with an orangutan would be understood and motivating. However, we also knew a bold step could backfire if not well informed, so we engaged credible independent experts including Zoos Victoria; Orangutan Foundation and even Sir David Attenborough, to ensure our creative strategy was not misguided.

The Creative Idea (20% of vote)

Going 100% palm oil free is a bold and tangible embodiment of Darrell Lea’s brand promise to “make it better”, so we needed a bold creative execution to match. Brands in other categories had run campaigns to announce their palm oil free status, but with limited reaction. With a marketing budget a fraction of competitors, the creative thinking had to be progressive and the execution disruptive in order to have impact and deliver game-changing effect on brand value. So, in a move that was a very clear challenge to the market leader, we created a campaign that focused on an Orangutan playing the drums to the beat of an iconic pop track. Not completely unlike one of the most loved and famous chocolate commercials of all time, featuring an ape playing drums - but with one very meaningful difference that reinforced the creative strategy that Darrell Lea makes it better.

The Outcome / Results (20% of vote)

Challenger brand strategy doesn’t come much bolder. This strategy led Darrell Lea to change the recipes across their entire range, publicly go up against dominant competitors and brought their small brand, forgotten by many, back onto every major network with primetime and in-depth news coverage. The work generated an incredible ROI of $1.449m earned media in the first 2 weeks and 53% increase in total sales the following month alone. The major retailers backed the initiative whilst credible 3rd party experts, influencers and consumers took to social in droves to voice their support. But the effects extended beyond commercial success for Darrell Lea, with an important environmental issue brought out in the open for national debate. Web search for “palm oil” tripled in the first week and 8 days after launch Mondelez announced a tightening of their palm oil supply chains to no longer be connected to deforestation by 2025.

Please tell us about the challenger brand and how your campaign challenged / was different from your competitors

This disruptive creative strategy prompted Darrell Lea to do something that none of its competitors have ever done and gain the sort of mass awareness and support for their action that other brands – in any category - can only dream of. The creative strategy sparked national debate and became a game-changer, across food production, advertising, consumer empowerment, labelling laws and environmental issues, resetting the standard for what consumers will and won’t accept. Progressive thinking and an innovative creative strategy were fundamental in this campaign. Without this, nobody would have paid attention to a palm oil free message, like so many brands before them have found. The use of such subversive creative provoked national conversation and even competitor reaction – challenging the status quo on multiple levels. Not bad for a little confectionary company that just likes to “make it better”.