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
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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.
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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.
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
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
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Jess Gauci
ACCOUNT MANAGER
What I like to EAT: Anything truffle
What I like to DRINK: Gin Martini with a Sicilian olive
How I like to PLAY: Reading beachside
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Leonie Baker
HEAD OF CREATIVE
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
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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
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Leah Mulcahy
CONTENT CREATOR
What I like to EAT: Fish Tacos
What I like to DRINK: Spicy Margarita
How I like to PLAY: Barre
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Ricky Sam
EAT DRINK PLAY - MELBOURNE EDITOR
What I like to EAT: Fried Chicken with Caviar
What I like to DRINK: Dom Pérignon
How I like to PLAY: Poof Doof
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Kriti Gupta
EAT DRINK PLAY - SYDNEY EDITOR
What I like to EAT: Pani Puri
What I like to DRINK: Extra Dirty Gin Martini
How I like to PLAY: Hanging out in airport lounges
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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
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Ethan Mather
ACCOUNT MANAGER
What I like to EAT: Neapolitan Pizza
What I like to DRINK: Spicy Margarita
How I like to PLAY: Watch Live Music
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Kristina Mischenko
JUNIOR ACCOUNT MANAGER
What I like to EAT: Sashimi
What I like to DRINK: Southsides
How I like to PLAY: HIIT Pilates