Issue
Launch Darrell Lea’s new Choc Sticks in a memorable and unexpected way to reach new consumers and leverage earned media to extend the media budget.
Insight
Melbourne Fashion Week (M/FW) is the country’s premier consumer fashion event, attracting over 175,000 people each year and the attention of major media outlets.
Idea
Create a national fashion design competition for consumers to design sweet fashion made with Darrel Lea. Finalist designs featuring in press, a public voted consumer promotion, and on the catwalk at M/FW week.
Impact
40K
Unique Visitors
+5M
Media impressions
This includes New Idea and live weather crosses on Channel 7 & 9.
