Already a substantial player in the UK with +45% year on year growth adding £4.7m to the premium, in-laid boxed chocolate category, its Mother’s Day campaign (which takes place on Sunday 27 March in the UK) is the first reveal of a new brand direction for Lily O’Brien’s that seeks to further accelerate the growth of the Desserts Collection SKU, and further differentiate the brand in a highly competitive market.
Karen Crawford, Marketing Director, Colian UK, said: “Colian UK has big ambitions for Lily O’Brien’s and the new campaign heroes the brand's two unique assets. Firstly, the Desserts Collection chocolate appears front and centre of the campaign to highlight how luxurious and different Lily O'Brien's chocolates truly are.
“Secondly, the O', which is our most powerful brand asset, is already ownable, but now we are making it recognisable, memorable and campaignable. It’s hugely flexible and O’, it can be quite funny too.”
The campaign is created by advertising agency, Team Eleven, who was appointed following a competitive pitch at the end of 2021 across the Colian UK portfolio.
Sophie Gibson, Co-founder and Client Partner at Team Eleven, said: “The new work is aimed at driving consideration ahead of Mother’s Day and follows our strategic response which was one of clarity around the brand position, the tone and being singularly focussed on showing that Lily O’Brien’s is the only brand that understands those you love as well as you.”