About Us

We deliver creative hospitality marketing campaigns, with results you can measure.

What we bring to the table

A Powerhouse Blend

Where creativity connects data—that's Darling Crackles. We're not just marketing; we're growth strategists, leveraging Alex's creative flair and Craig's data prowess to deliver captivating campaigns with impact. Forget "spray and pray." We test, refine, and embrace new technologies to ensure your success.

Unlike other agencies, we offer exclusive access to new audience networks alongside a combined 35+ years of experience. Work with Darling Crackles and you'll get:

Foodies Through and Through

We get it. You need more than generic marketing. That's why our team of seasoned hospo experts, led by Alex and Craig's proven track record, craft bespoke strategies that speak your guest's language. And we're not just talk: we eat, breathe, and live hospo through our sister companies, Eat Drink Play and Secret Foodies. This insider view fuels authentic campaigns that drive real results.

A Partner In Success

We're not just an agency; we're your teammate. We inject fun, making the journey enjoyable and productive. Open communication and clear data insights build trust and long-term partnerships. Plus, leverage our network! From Secret Foodies' events to Eat Drink Play's recommendations, we'll help amplify your brand voice beyond just ads.

Our Clients

Client Perks

  • Graphic with the phrase 'Eat. Drink. Play.' written in large, white, bold letters on a black background.

    Eat Drink Play

    We own Sydney and Melbourne based lifestyle publication eatdrinkplay.com. Eat Drink Play is a trusted local’s guide to the best things happening around town. Readers can discover the latest bars, hot new restaurants, great cafes, must-attend events, try recipes at home and more.

    Visit Eat, Drink, Play
  • Logo for Secret Foodies with the text EST. 2010, Secret Foodies, with Ms Darlinghurst.

    Secret Foodies

    We own Secret Foodies, a surprise dining experience in Sydney, Melbourne and Brisbane. An events company that specialises in consumer events, brand activations and product launches. Our events team specialise in bringing brands and themes to life by creating memorable unique experiences.

    Visit Secret Foodies

Our Partners

One of the perks of working with us? You don’t just get a team of hospitality marketers, you get access to a pretty handy network.

We work closely with platforms like Meta, SevenRooms and Now Book It to make sure we're ahead of the flock when it comes to hospo marketing.  For our clients, that means early insights, smarter tools, and more chances to be seen in the right places. Curious to see how it all connects?

Drop us a line - we’re always up for a chat.

  • Meta logo featuring an infinity symbol and the word 'Meta' in black.

    Meta Business Partner

    As a Meta Business Partner, we stay ahead of platform changes and best practices so your ad budget works harder, your targeting is sharper, and your ROAS is better.

  • Seven Rooms logo with peace symbol within a circle above the text 'SevenRooms'.

    Sevenrooms Referral Partner

    As a trusted SevenRooms partner, we know how to integrate marketing strategy with smart reservation and guest experience tools, maximising bookings and building loyalty.

  • Now Book It logo with a dark circle and a stylized hand symbol to the left of the text

    NowBookIt Referral Partner

    Our partnership with Now Book It means we can align your marketing with seamless booking flows helping turn scrolls into seats with fewer drop-offs and more conversions.

  • Logos for NSW Government and 24-Hour Economy.

    NSW Government 24HR Commission Accelerator Delivery Partner

    We were the official marketing delivery partner for the NSW Government’s 24-Hour Economy Accelerator, helping venues activate events, boost visibility, and bring more guests through the door.

  • Stylized text that reads 'me & u' with decorative dots

    Me&u Referral Partner

    As a me&u referral partner, we understand how to sync digital ordering with brand storytelling—so your in-venue experience feels cohesive, efficient, and guest-focused.

Our Story

Like all good stories, it started with food. A Secret Foodies event originally brought Alex and Craig together in 2010. Recognising their unique blend of creativity and data-driven savvy, they united in 2019 as Darling Crackles, offering restaurant owners and operators the missing piece to marketing success.

Alex Adams and Craig Macindoe

Alex Adams

Darling

Alex is an ex-journalist with over 13 years of experience in digital marketing. She has successfully built several hospitality brands in the Australian market. These include the lifestyle website eatdrinkplay.com and the surprise dining experience Secret Foodies. Alex’s marketing experience expands across hospitality groups, restaurants, bars and global alcohol brands including Diageo and Pernod Ricard.

Craig Macindoe

Crackles

Craig has over 33 years of experience in owning and managing hospitality venues. He understands first-hand what it takes to run a successful business. Coupled with his extensive marketing knowledge he is a unique asset to the industry. He has won multiple awards throughout his career as well as being a keynote speaker at major industry events. Prior to Darling Crackles Craig was the General Manager of Kensington Street precinct in Chippendale.

Meet the Team

  • A smiling woman with red hair in a sleeveless black top sitting at a restaurant table near a window.

    Leonie Baker

    SENIOR ACCOUNT MANAGER

    What I like to EAT: Tempeh Satay

    What I like to DRINK: Any kind of Margarita

    How I like to PLAY: On the Yoga mat

  • A man and woman smiling and laughing at a dinner table in a dimly lit restaurant with colorful lighting.

    Steve Towers

    ADS SPECIALIST

    What I like to EAT: Anything seafood

    What I like to DRINK: Tommy’s Margaritas

    How I like to PLAY: Kayaking on Sydney Harbour

  • A woman with long blonde hair smiling at a social gathering on a patio during sunset, with drinks on the table and a scenic view of trees, the beach, and the ocean in the background.

    Gwen Laiz Pols

    ACCOUNT MANAGER

    What I like to EAT: Vegetarian Moussaka

    What I like to DRINK: Amaretto Sours

    How I like to PLAY: Walking on the beach

  • A woman with blonde hair smiling and talking to a person with brown hair in a dimly lit restaurant.

    Kristina Mischenko

    ACCOUNT MANAGER

    What I like to EAT: Sashimi

    What I like to DRINK: Southsides

    How I like to PLAY: HIIT Pilates

  • A woman with shoulder-length light brown hair smiling at the camera, sitting at a wooden table with a pink drink garnished with mint leaves in front of her, indoors with a framed black-and-white portrait of a woman wearing glasses on the wall behind her.

    Hannah Bailey

    GRAPHIC DESIGNER

    What I like to EAT: Pasta Carbonara

    What I like to DRINK: Gin & Tonic

    How I like to PLAY: Visiting the Art Markets

  • A woman with long brown hair holding a bouquet of sunflowers and daisies in one hand and a white coffee cup in the other, smiling and standing at the doorway of a cafe or restaurant.

    Jade Cutarjar

    ACCOUNT MANAGER

    What I like to EAT: Spicy Vodka Pasta

    What I like to DRINK: Lychee Martini

    How I like to PLAY: Exploring the best new spots

  • A woman with blonde hair wearing a black and white gingham dress smiling and holding a pink cocktail glass in a restaurant. There are other people, menus, glasses, and a plant in the background.

    Grace Czapalski

    EAT DRINK PLAY EDITOR

    What I like to EAT: Korean Fried Chicken

    What I like to DRINK: Gin & Tonic

    How I like to PLAY: Ocean Swim