A cause for celebration
Darrell Lea collaborates with a popular harbour-side venue to launch their new Harbour Fireworks chocolate.
Activations
1
Avg. CPR
$2.95 AUD
physical reach
3,000
Customers are LOVING it. It’s been great to have – it is a lovely ‘surprise and delight’ for the customer.
Opera Bar
Customers enjoyed the dessert that was created with the chocolate. They also mentioned it’s nice to see such an iconic brand come back into the market.
Opera Bar
Perhaps co-branded donation tins on bars would have helped raise more (for the Rural Fire Service). More lead up time communicating the Rural Fire collaboration could have also helped with this.
Opera Bar

Iconic Australian confectionery brand, Darrell Lea, were looking to celebrate and promote the newest addition to their range of block chocolates: Harbour Fireworks — a fun, flavour explosion packed with caramelised popcorn, rice bubbles and popping candy.

The official launch event was already planned with a spectacular fireworks display over Sydney Harbour. Now, the brand needed an on-the-ground, complementary activity that would connect the fireworks display with their product, build awareness ahead of the launch, and encourage people to try the chocolate for themselves.

Through Brandcrush, Darrell Lea was connected with popular harbourside venue, Opera Bar for an experiential collaboration. The establishment created a unique “on the menu” dessert item featuring a deconstructed version of the Harbour Fireworks chocolate bar, and also gave out samples of the product across launch week.

Unfortunately, as the date for the launch event drew near, devastating bushfires in NSW meant that a fireworks display was out of the question. The fireworks were cancelled, but the launch event went ahead with an added charity element: $5 each from the sale of every Harbour Fireworks Deconstructed Dessert meal would be donated to support the fire appeal.

Even though the key event didn’t go as planned, the collaboration between Opera Bar and Darrell Lea was a great success. More than 3000 potential new customers were reached with samples and information about the delicious new product, while funds were raised to support a very important cause.