The Challenge

In-laid chocolates are in decline. The glory days of the Milk Tray man are gone in a category filled with twee, old-world brands and stereotyped national-chocolate clichés. But Lily O’Brien’s have ambitious growth plans in the next five years…

The solution

New work, aimed at driving consideration in the category battleground of key gifting occasions. Our strategic response defined the brand position and tone of voice, putting singular focus on Lily O’Brien’s as the only brand that understands you and those you love.

As for the work, O’, where do we start?

The opportunity to create an iconic campaign built around a brand name was too good to pass up (a bit like the chocolates themselves…). The O’ device is doubly perfect for writing in a colloquial tone of voice – further reinforcing the angle that Lily O’Brien’s are for the ones you really know. Add mouth-watering product photography, an expertly-rendered chocolate O’ and a little Irish charm, and this premium brand will be a gifting classic before you know it.

Christmas is the key seasonal gifting occasion where the campaign appeared in all main newspaper weekend magazines as well as The Radio Times Christmas edition with OOH appearing in Tesco, Waitrose, Sainsbury’s and Asda. The 4-week sponsorship of Kate Garraway’s mid-morning show on Smooth Radio consisted of a 30” ad and a number of original idents with a bespoke listener prize.

NPD in the casual gifting sector, led by the line “O’ that’s new…” launched in 2023, with the campaign extending to cover the brand’s new Truffle range.