Lily O’Brien’s, the luxury Irish chocolatier, is engaging in its first ever major consumer marketing activity in the UK, with a giant Chocolate Box installation which will be placed in a number of key retail hubs throughout the country.
The concept involves a giant-sized chocolate box, modelled on Lily O’Brien’s best-selling Ultimate Chocolate Collection, travelling to eight key shopping destinations across the UK between late August and late November 2015.
Lily O’Brien’s chocolates are currently stocked by major British retailers including Waitrose, Sainbury’s, Tesco, Morrisons and Asda, but research on behalf of the company has shown that brand awareness currently stands at just 48%, with market share measuring at less than 1% of the total premium confectionery category in the UK. The aim of the Chocolate Box activity is to boost brand awareness and communicate Lily O’Brien’s key messages to UK consumers
The brand started life as the brainchild of Mary Ann O’Brien, who started making chocolates in her Co. Kildare kitchen in 1992 with little more than a wooden spoon and two saucepans.
Named after her eldest daughter, Lily, the company grew slowly and steadily during the following two decades as it gained a reputation internationally as a brand built on product excellence, exceptional taste and stylish presentation.
With the strapline “Share your thoughts, Share our chocolate” each Chocolate Box activation will involve on-street sampling as well as inviting consumers to enter the box to chat about fun, chocolate-related topics as well as issues which really mean something to its key audience – women. Video content generated from these “informal chats, which will then be edited and uploaded to strategically targeted online media sites as well as Lily O’Brien’s social media channels throughout autumn and winter.
Suzanne Walsh, marketing manager for Lily O’Brien’s, said: “Lily O’Brien’s is one of the top three selling premium brands in the Irish market, and we’d love to replicate the success in the wider UK market.
“With an authentic brand story, outstanding product provenance and a commitment to creating foodie-inspired recipes along with the undeniable classics, the brand has a real point of difference to communicate.
“Research conducted post Easter 2015 by HPI Brand Tracking shows that brand awareness among UK consumers has already jumped 10 points from 38% back in late 2013 to 48% in April 2015, which is a testament to the level of investment and focus that we have directed towards growing our position in the UK market over the past 18 months.
“We are very excited to be embarking upon such a momentous UK marketing campaign that will further grow our brand awareness. Whether it’s love, friendship, sisterhood or motherhood, Lily O’Brien’s wants the women of Britain to open up with some sweet treats and to air their views on life, love and – of course – chocolate.”
The Chocolate Box campaign starts on 28 August at Liverpool One, and travels on to London Westfield, Brighton Church Square, Manchester Trafford Centre, Leeds Trinity, Intu Gateshead, Birmingham Bullring and Lakeside Shopping Centre throughout October and November.