Darrell Lea is a sweet tradition loved across Australia, with millions of Aussies, from little kids to great grandparents, familiar with the iconic confectionary brand. The brand has been producing their famous Rocklea Road since the 1950’s, and have recently released a new block version that they were keen to build consumer awareness for.
They realized that by leveraging a prominent direct-to-consumer activation partner, like Marley Spoon, they could reach their foodie-loving target market in the comfort of their homes, for a much lower CPR than traditional channels.
Marley Spoon used the Proposal tool (available to all Brandcrush PRO subscribers) to put together a compelling activation pitch, and Darrell Lea were sold — booking a nationwide D2C sampling campaign that would surprise and delight Marley Spoon subscribers with a free sample of Rocklea Road.
The result was a highly-effective and impactful campaign, with Darrell Lea reaching 45,000 foodie consumers across three weeks. Marley Spoon loved being able to treat their customers to a delicious and unexpected dessert item, while the customer themsleves were also thrilled — many taking to social media to post about the free block of Rocklea Road chocolate in their Marley Spoon box, generating consumer-created content and buzz for both the brand and the partner.
