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.