We helped Darrell Lea swap Easter bunnies for bilbies—and still sell out.
YEAR
2002
CLIENT
Darrell Lea
INDUSTRY
Confectionery / FMCG
SERVICES
Integrated campaign strategy, media relations, creative development, educational content, digital production
The challenge
Easter is the biggest chocolate moment of the year. But in 2002, Darrell Lea wanted to shift the conversation from chocolate bunnies to chocolate bilbies, and from tradition to conservation.
They’d partnered with the Save the Bilby Fund to support endangered species efforts through the sale of chocolate bilbies.
The risk?
The bilby wasn’t mainstream. And Easter was very traditional.
We had to make an endangered Aussie icon matter to kids, parents, schools, shoppers, and the media without losing sight of the commercial goal: get people into stores and sell chocolate.
Chocolate bilbies
Discovery
This wasn’t just a seasonal campaign. It was a chance to make Easter feel meaningful—without making it heavy.
We knew we had to connect:
- Heart and humour
- Education and emotion
- Purpose and purchase
So we built a campaign that wrapped Darrell Lea’s brand in a deeper story while still making people feel good about filling their baskets.
Design
We delivered an integrated campaign across earned media, retail, education and digital channels.
Key elements included:
A national video news release (VNR)
Starring Aussie swimming legend Dawn Fraser, who brought warmth, humour and national familiarity to the bilby cause.
Media relations and targeted releases
To radio, print and TV newsrooms with strong regional hooks and conservation angles.
Colouring-in competitions in newspapers
That gave kids a reason to talk about bilbies and brought parents into stores.
Curriculum-aligned materials for schools
We developed learning resources for students from kindergarten to Year 6, ensuring the message didn’t stop at the check-out counter.
A ‘Save the Bilby’ website
Packed with educational facts, downloadable activities and a clear connection to the Darrell Lea chocolate product.
A viral email campaign
In the early days of digital buzz, we delivered forward-friendly messages designed to circulate organically through inboxes.
Every touchpoint led back to the bilby and to Darrell Lea.
Delivery
Spinifex handled:
- Creative concept and campaign strategy
- Video scripting, production and media distribution
- National press office and targeted media angles
- School material development (Kinder–Year 6)
- Website design, content and launch
- POS and retail engagement tools
- Email copywriting and digital execution
We brought the bilby to life across every platform with a blend of conservation, curiosity and commercial smarts.
Results
Massive earned media pickup
With Dawn Fraser leading the charge, our video news release ran nationally, and supporting stories reached more than 13 million Australians—around 70% of the population.
Bilbies in the classroom
Our school resources gave teachers meaningful tools—and made bilbies part of Easter for a new generation.
Bilbies online
The Save the Bilby website added credibility and connection—tying together purpose and product.
95% of chocolate bilby stock sold out
Many stores were empty well before Easter even arrived.
A very profitable Easter
Purpose didn’t just lift hearts. It lifted revenue too.
We made people care—and shop
Darrell Lea’s chocolate bilby became a seasonal favourite, with a story people remembered (and told their kids)
Got a seasonal window with bigger potential?
We’ll help you turn a one-off campaign into something that sticks
with smart strategy, earned attention and real results. Chocolate optional.