Agency targeting Gen X consumers to help upmarket chocolate brand unwrap its Christmas campaign

July 9, 2024

Irish premium chocolate brand Lily O’Brien’s has appointed Bristol-based specialist consultancy Anything But Grey to handle its UK PR to bring its campaign ‘For the ones you really know’ to life.

Anything But Grey was launched in December 2022 to help brands engage with an over-50s, Generation X audience.  

It is a collaboration between PR and communications outfit Speed Communications and Bray Leino, whose offering spans strategy, creative, digital, media, brand development, events and brand activation – both part of the Devon-based MISSION group of creative agencies.

Its work for Lily O’Brien’s will focus on delivering a Christmas campaign to position the brand as ‘the only choice for sharing and gifting chocolates’ this festive season’.

The campaign will be delivered across multiple channels in collaboration with Populate, the Cardiff-based agency acquired by Mission last year and which won the social media remit for the brand earlier this year.

Lily O’Brien’s, known for its premium chocolate range, started life as the brainchild of Mary Ann O’Brien, who launched if from her kitchen in Kildare in 1992.

Now owned Polish consumer products group Colian – whose portfolio also includes Bristol-born iconic chocolate brand Elizabeth Shaw – it has become a known across the globe for its luxurious boxed chocolates. 

Lily O’Brien’s marketing director Karen Crawford said she had been really impressed by the Anything But Grey’s innovative approach.

“The experience, passion and creative strength of the team really stood out,” she added.

“We’re confident that this partnership will help us connect with our consumers in meaningful ways and further strengthen our position in the market.”

Anything But Grey PR strategy & creative director Sarah Firth described the opportunity to work with a brand such as Lily O’Brien’s as amazing.

“The chocolates are not just delicious, but part of so many wonderful moments in life. This gives us a really fertile territory for creative.,” she added.

UK consumer PR and influencer support for Lily O’Brien’s Christmas 2022 campaign was supplied by communications consultancy Highlight, which has recently relocated from Bath to Bristol.

Anything But Grey was touted as one of PR Week’s agencies to watch following its launch.

It has since worked with Grant’s Whisky, skincare clinic Sk:n and handled consumer PR for the launch of a new digital media division at Saga, the long-established group providing products and services exclusively for the over-50s.

The Mission group employs more than 1,100 people across 25 locations on three continents, including 19 offices in the UK.

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