Lily O’Brien’s Innovative Chocolate Marketing Strategy

One could argue that chocolate speaks for itself when it comes to appealing to consumers, and indeed most people enjoy this delicious sweet treat. In today’s competitive market, which appears to be drowning in big name brands that are focussed on quantity rather than quality, the less well known, bespoke artisan chocolatier has to shout ever louder for their voice to be heard.

One of the most popular smaller scale chocolate brands on the market today is Lily O’Brien. Earlier this year the brand initiated a unique marketing campaign that turned the heads of consumers.

Introducing Lily O’Brien

Lily O’Brien is a quality chocolate manufacturer of modest size whose product design and classic flavours have grabbed the attention of many chocolate suppliers. The Ireland based company has spread its wings in the UK and has recently made a big impression on both the wholesale confectionery supplier and the consumer. August 2015 saw the unveiling of a major marketing drive aimed at getting the brand noticed on a larger scale in the UK. The initiative ran until December 2015 and accomplished exactly what it set out to. 2016, as a consequence, will undoubtedly see an increase in consumer demand and in wholesale confectionery orders.

What Was Involved?

The campaign, appropriately named The Chocolate Box, was targeted at the female chocolate lover. The Chocolate Box was a huge mobile cubicle that toured the country stopping in at several of its shopping centres. Inside The Chocolate Box was a mini studio into which female shoppers were invited. On entering, the guests were given samples of chocolate and encouraged to stay and chat. These chats were recorded and subsequently, with permission, published. Who could think of anything more extravagant than stepping into a huge life size box of chocolates and indulging in all of the gorgeous treats that it offered? It was the perfect marketing ploy.

Video Chats

But what exactly did they talk about during these gossip sessions? The themes were varied but very female orientated and included topics such as ‘Do you think you are attractive?’, ‘If you could choose between chocolate and sex, what would you choose?’ and ‘Can women have it all?’ In the relaxed setting women really opened up, had fun, and seemed to enjoy the whole idea of sharing their thoughts with the listening public. It was an idea that people had never seen before and it was intriguing enough to attract plenty of attention among ladies out shopping.

The campaign had an appropriate strap line, which was ‘Share your thoughts, share our chocolate’. Women and chocolate have always had a special relationship and the Lily O’Brien concept certainly used this to their advantage and in turn enhanced it.

What Was The Result?

The recorded videos were reportedly seen by millions of chocolate loving people. The unique way in which Lily O’Brien stepped out there will have undoubtedly made an impression and helped to elevate the brand’s profile. As a result, the hope is that confectionery suppliers and retailers will stock Lily O’Brien and entice their customers even more.

Angelina Moufftard works for HF Chocolates, Chocolate suppliers to the retail trade and others who wish to purchase wholesale quantities. Renowned since 1957, we've sourced the best suppliers from France, Spain, Germany, Holland, Belgium, the USA and UK. Our great tasting and beautifully packaged products also represent excellent value for money.