Darrell Lea is launching a new campaign to promote its Father’s Day offering, the ‘Dad’s Bag’, containing an assortment of the companys confectionery products.

Targeted at consumers readying themselves for Father’s Day, the campaign focuses on dad’s belief in his own comedy and will run across point of sale (POS) and radio. It will feature a dad talking about updating his FaceSpace and Twister accounts while his children groan.

Darrell Lea indicated that it would reinforce the campaign with humorous POS executions using taglines such as, Make Dad a better singer*. Buy a Dad’s Bag. *Dad must already be a good singer before receiving bag.

“The Saltmine have done a great job with this funny, attention-grabbing campaign. Integrating the two comedic radio commercials with the visual jokes in the POS suite was a challenge for them, particularly within 15 seconds, but we are delighted with the result,” said Donna Fergus, Darrell Lea’s group marketing manager.

“The Dad’s Bags POS suite for our store displays is visually very strong, which is an essential component of the campaign and is sure to translate to the success of the range.”

Complementing the campaign, a sponsorship with The Jono and Dano Show will run a ‘Dads Gags’ segment. During the segment the hosts will call listeners and ask them to share their best and worst dads gags to be rewarded with a ‘Dad’s Bag’.