As Mardi Gras festivities kick off in Sydney and celebrations get underway around Australia, Darrell Lea is getting all loved up with the launch of a new limited-edition Liquorice Allsorts pack and accompanying campaign via independent Melbourne agency Akkomplice.
For the first time in Darrell Lea’s almost 100-year history, the company has changed the name of their iconic Liquorice Allsorts product to DARRELL LEA LOVES ALLSORTS – a demonstration of support for inclusivity and diversity in society
A percentage from sales of each limited-edition pack will be donated to QLife, a free and anonymous Australia-wide LGBTI phone and webchat service for people who need support on issues including sexuality, identity, gender, bodies, feelings and relationships.
To support the move, Akkomplice developed an outdoor campaign that will be showcased across key Sydney metro OOH sites as well as a storefront takeover at IGA Oxford Street.
Says Sara Oteri, executive creative director of Akkomplice: “The creative is celebratory in every sense of the word.
“It’s unapologetically bold, proud and playful – everything that Mardi Gras represents.
“We loved working on this brief with the team at Darrell Lea.
“Whilst a lot of other brands talk about core values and inclusivity, here’s a great example of a brand that actually goes beyond the rhetoric with meaningful action.”
Darrell Lea senior marketing manager Aimee Cutajar: “We were excited to work with Akkomplice to add a colourful new dimension to our iconic and much-loved Liquorice Allsorts range.
“Darrell Lea is a company that is proudly made up of all sorts of people and it’s this diversity that has created the perfect recipe for our success.
“We celebrate and encourage inclusivity within our business and within our society.
“As a business we strive to make it better – not just in the products we make but how we impact our community.
“From supporting farmers in Ghana by purchasing sustainably sourced cocoa, to protecting the rainforests and orangutans by not using palm oil.
“Now we can help make things a little better closer to home by supporting the wonderful work of QLife.”
Says Nicky Bath, CEO of the National LGBTI Health Alliance: “Thank you to each person who purchases one of these limited-edition packs of ALLSORTS.
“QLife is a vital service for so many LGBTI people and the Alliance is proud to work in collaboration with our state-based partner organisations who deliver the QLife service.”
QLife will put the funds raised through sales of Darrell Lea Loves Allsorts to great use. The money will support expert training so QLife’s amazing volunteers can effectively meet the growing and evolving needs and concerns of the LGBTI community across Australia.
DARRELL LEA LOVES ALLSORTS limited edition 270g packs are available from mid-February until sold out from all leading supermarkets and convenience stores nationally.
QLife partner organisations are:
Qld – Diverse Voices
WA – Living Proud in WA
Vic – Switchboard
NSW – Twenty10 (incorporating GLCS)