Darrell Lea has announced the appointment of SLIK as its creative agency of record.
The independent creative agency will be responsible for brand strategy, creative and production, following a competitive pitch.
SLIK’s winning pitch idea, ‘100% Darrell Lea’, fits seamlessly under the brand’s ‘Makes it better’ platform.
Using the enthusiastic Aussie colloquialism of ‘100%’, the idea hones into Darrell Lea’s commitment to quality, creativity and sustainability, bringing to life various proof points – from being 100% palm oil free to its liquorice being 100% made in Australia.
Johanna Campbell, general manager of marketing at Darrell Lea, said: “For close to 100 years, Darrell Lea has been making it better for generations of Australians. We’re delighted to welcome SLIK into the Darrell Lea family and are excited to be writing the next chapter of a much loved Aussie icon.”
The first campaign centres around Darrell Lea’s soft black liquorice, with the objective of keeping the product front of mind for light and lapsed liquorice buyers.
Alex Schieder, creative director at SLIK, added: “It’s been exciting to work on another iconic Australian brand with the nostalgia, community engagement and fun of Darrell Lea.
“Their ambition for the brand is a great fit for SLIK’s unique combination of creative innovation and craft, and we’re thrilled to get started.”
SLIK has enjoyed recent success with an expanded portfolio across categories including insurance, charity and superannuation, with key clients such as Qantas, Nine, nib, Active Super, and Redkite.
The agency prides itself on its technical skill of a production house and specialises in dreaming up and crafting ideas for ambitious brands looking to make an impact with people.
According to SLIK: “It’s no coincidence that our work gets results. As a boutique agency that regularly takes on ad land’s big names, our success lies in three founding values that ensure we say the right things to the right people at the right time,” referring to technical skill, customer centric strategy and beautiful storytelling.