Darrell Lea

The Challenge

Expand the US market for Darrell Lea liquorice.

The Strategy

Track brand and category performance, then develop trade and consumer programs to build the US consumer franchise.

The Execution

Australia’s Darrell Lea imports soft eating liquorice around the world from their Sydney candy factory. They looked to Green Seed for international marketing inspiration. Working alongside their importer, Green Seed developed and executed annual marketing plans. Green Seed also provided performance tracking in the US, Canada and UK markets, making recommendations for growth.

The Result

Darrell Lea has become the market-leading soft eating licorice in America.