Darrell Lea Goes 100% Palm Oil Free With Bold New Campaign From Akkomplice

Aussie favourite Darrell Lea is announcing that its entire range is now 100% palm oil free with a bold new phase in its “Darrell Lea makes it better” campaign from independent agency Akkomplice.

“There is growing awareness of the devasting impacts on natural habitats and endangered species associated with palm oil production,” said Tim Stanford, marketing director Darrell Lea. “Our customers told us they would prefer our products to be palm oil free. We listened and we took action.”

The campaign kicks off with a TVC, featuring an orangutan drumming to the beat of George Michael’s “Freedom! 90” to encourage viewers to consider how the choices they make at the checkout can quite literally change the world.

“It’s not every day that you get to produce work that you know will have such a tangible and positive impact on our world, so we were thrilled that Darrell Lea embraced the idea and did the hard yards to change their products,” said Sara Oteri, executive creative director of Akkomplice.

The Melbourne based agency engaged the talents of director Mitch Kennedy and Australian visual effects specialists Alt VFX to bring the drumming orangutan to life for the campaign. “Akkomplice has again demonstrated their passion for our brand by delivering work that will start conversations and have a tremendous impact on our business,” said Stanford.

“Darrell Lea is exactly the ambitious and rare breed of client that we love working with. They actively embrace ambitious ideas and really run with them, so it’s wonderful to see the incredible success that the brand is enjoying,” said Kenny Hill, founder of Akkomplice.

The launch TVC is supported by a national outdoor campaign and educational online content that provides consumers with the full picture of palm oil and how the confectionary company underwent the transformation in its manufacturing to allow for the removal of palm oil from all products.