1 year ago
Core, Ireland’s largest marketing communications company, has developed the new multi-million euro brand campaign in the UK and Ireland for Lily O’Brien’s, the Irish chocolate and dessert company.
The commencement of the new brand campaign for Lily O’Brien’s coincides with the launch of their new Share bag range which will see the brand extend into new indulgent consumption moments, beyond gifting.
Entitled ‘Share Wisely’, the aim of the campaign is to introduce the brand’s new creative platform to chocolate lovers across both markets. Developed in Dublin by Core, ‘Share Wisely’ is utilising a multi-channel, digitally-led approach which includes online video, digital display, social media and podcast sponsorship. In bringing the campaign to market, Core collaborated with local UK agencies partners We Are Spider (PR) and The Wonderland (Content) and in Ireland, Elevate PR.
It taps into a cultural insight that we all now have permission for more ‘treat me’ moments and this perfectly reflects the brand’s move into more indulgent consumption moments around self-gifting and sharing.
Core were awarded the business following an international pitch and are responsible for the development and implementation of strategic, creative and media requirements for the brand.
2019 will see the brand increase its investment in both markets as it continues to develop the new platform and extend the invitation to chocolate lovers to ‘Share Wisely’.
Hilary Hughes, international marketing director, Lily O’Brien’s says: “Working with the one team for both creative and media in Core was very compelling to us. It ensured that there were no ‘square peg into a round hole’ moments. The integrity of our idea was protected at all times, at every touchpoint. Success will depend on achieving the optimum balance of supporting the brand and our partners in the Irish market while investing for growth in the British market. With this increased investment above the line, we expect to double the brand revenue over the next five years.”
Geoff McGrath, director of transformation, Core says: “It is a very different experience for us and of course, our clients when we create everything as one team and I believe the benefits are immediately obvious. We are delighted with the strong appetite from our clients to move more towards this way of working with us.”
Genres: Comedy, People
Categories: Food, SweetCore, 1 year ago