Core helps roll out Lily O’Brien’s idea of sharing

Core is involved in a new multi-million euro brand campaign in the UK and Ireland for Irish chocolate and dessert brand Lily O’Brien’s. The campaign coincides with the launch of a new share bag range which sees the brand extend into indulgent moments beyond gifting. Entitled ‘Share Wisely’, the campaign targets chocolate lovers across both markets.

Working with Lily O’Brien’s international marketing director, Hilary Hughes, Core’s ‘Share Wisely’ uses a multi-channel, digitally-led approach across online video, digital display, social media and podcast sponsorship. Core collaborated with We Are Spider on PR in the UK, The Wonderland on content and in Ireland with Emma Kelly’s Elevate PR agency.

The campaign taps into a cultural insight that consumers have permission for more ‘treat me’ moments and reflects the brand’s move into more indulgent consumption around self-gifting and sharing. Lily O’Brien’s is produced in Newbridge, Co Kildare. The company exports over 80 per cent of its produce and the brand is sold in 15 countries.

Watch the new Lily O’Brien ‘Hen Party’ ad at



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