Delite Mandarins

Approach 

To reignite Delite's relevance among younger Australians, we developed a social-first campaign built around audience insight, authentic content, and disciplined media strategy.

We started by pinpointing the right audience: health-conscious younger Australians seeking a convenient, natural snack. From there, we deployed an integrated mix of organic social, influencer partnerships, and paid amplification to build genuine brand connection at scale.

Influencer partnerships were central to the campaign. Rather than broadcasting a polished brand message, we prioritised authentic, relatable content that sparked real conversations around Delite as the natural afternoon pick-me-up, earning trust with an audience increasingly resistant to traditional advertising.

To extend reach, we put media spend behind top-performing organic content through paid social, a cost-effective approach that ensured our best creative reached the widest relevant audience. Consistent messaging across owned, paid, and organic channels reinforced Delite's positioning at every touchpoint, building recognition that compounded over time.

Key result 

The campaign delivered strong results across every key measure. Nielsen sales data confirmed what the engagement numbers suggested: the audience we set out to reach became Delite's highest-growth contributor for 2026.

Key takeaway

• Authentic content builds trust. Influencer partnerships outperformed traditional advertising by meeting younger audiences on their terms.
• Sharp positioning makes every dollar work harder. Refining the target segment drove stronger results across both creative and media.
• Paid amplification multiplied organic success. Boosting top-performing content extended reach without inflating spend.
• Consistency compounds. Aligned messaging across all touchpoints strengthened brand recall over time.

Conclusion

Our work with Delite shows what's possible when brand positioning and performance strategy move together. By building a cohesive digital ecosystem across organic, paid, and influencer channels, we helped Delite earn a meaningful new audience — and the sales results to prove it. The strongest endorsement? The younger Australians we set out to reach became the brand's highest-growth segment of the year.