Darrell Lea, one of Australia’s most iconic confectionery brands, was a family-owned business for decades—deeply rooted in tradition and beloved by generations. However, by the mid-2000s, the brand faced mounting financial pressures and an increasingly competitive retail landscape. While marketing remained central to its operations, the spend was heavily skewed toward traditional channels like point-of-sale, TV, and radio—leaving digital largely untapped.
In 2005, Digital Rehab Principal Consultant Alisdair Blackman partnered with Darrell Lea’s Head of Marketing to initiate a strategic shift: integrating digital into the brand’s offline-centric media mix and laying the foundation for a more modern, multi-channel approach.
Key outcomes included:
- Launch of two redesigned websites, driving over 27,000 unique monthly visitors
- Deployment of targeted search engine marketing and eDM campaigns
- Enhanced brand visibility and customer engagement through digital channels
- Early adoption of integrated media strategies ahead of industry curve
Our services spanned:
- Digital strategy and integration advisory
- Website design and development
- Search and email marketing campaign execution
- Cross-channel media planning and performance analysis
This digital evolution helped Darrell Lea expand its reach and modernise its customer engagement before its eventual sale to a private equity firm in 2007. The work laid a critical foundation for the brand’s future digital growth—bridging its rich heritage with emerging consumer expectations.
