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.
![CaseStudy_Darrel-Lea_IMG2-1080x720](https://www.marsunited.com/nz/wp-content/uploads/sites/3/2024/05/CaseStudy_Darrel-Lea_IMG2-1080x720-1.jpg)
Impact
40K
Unique Visitors
+5M
Media impressions
This includes New Idea and live weather crosses on Channel 7 & 9.
![](https://www.marsunited.com/au/wp-content/uploads/sites/2/2024/05/CaseStudy_Darrel-Lea_IMG5-1080x720-1.jpg)
![](https://www.marsunited.com/au/wp-content/uploads/sites/2/2024/05/CaseStudy_Darrel-Lea_IMG4-720x720-1.jpg)
![](https://www.marsunited.com/au/wp-content/uploads/sites/2/2024/05/CaseStudy_Darrel-Lea_IMG3-720x720-1.jpg)