How does an Irish challenger brand raise awareness in the competitive UK FMCG market?
Answer: By taking a giant size Chocolate box on tour to shopping centres from London to Newcastle and asking the women of Britain to share a chocolate and share a thought.
Lily O’Brien’s Chocolate is available across the UK in all the major multiples. It faces tough competition and has a low awareness.
To raise this awareness Bloom, who have offices in both Dublin and London, developed the Lily O’Brien’s Chocolate Box. A giant sized Chocolate box on the outside but a mini video studio on the inside. Female shoppers are invited to answer a series of questions such as “Is chocolate better than sex?” or “why don’t more women ask men out?” The interviews are recorded and the best answers are edited together to create a series of online videos.
ADVERITISER: Lily O’Brien’s Chocolates
MAKETING MANAGER: Suzanne Walsh
Creative Agency: Bloom
Creative Director: Michael Walsh
Copywriter: Gerry Kennedy
Editor: Tobiasz Lawniczak
Designer: Nilson Benis
Account Manager: Sinead Boyle
Account Director UK: Damian Penco
Production Company: Mixtape Marketing
Activation: Hugh Scully and Bleeker Street
Media agency: OMD