For Lily O’Brien’s, the challenge was not only about standing out in a crowded chocolate category, but about rethinking how media and creative could work together to drive meaningful impact. In the Irish market, this marked the first time in nearly twenty years that media, strategy, research, and creative disciplines were brought together under one integrated approach.
I led the team that introduced a new collaborative working model, designing workshops that brought specialists from across disciplines into the same room. This approach helped secure the Lily O’Brien’s advertising account and laid the foundation for a more connected way of thinking about brand, audience, and channel.
With a focus on the UK market, strategic research identified a core tension we called the Delicious Dilemma. Chocolate is tempting, indulgent, and rarely enjoyed without compromise. In a category dominated by brands such as Cadbury with joy led storytelling and Lindt with craft and heritage, Lily O’Brien’s needed a distinctive emotional space.
We developed the creative platform Share Wisely, positioning the brand around moments of decision, generosity, and self awareness. The idea reframed sharing as something thoughtful and intentional, allowing Lily O’Brien’s to speak to modern audiences with warmth, wit, and relevance.
The platform launched through a tightly integrated media and creative approach. Digital site takeovers, precision display, editorial partnerships, and social content worked alongside video on demand placements including YouTube, ensuring the idea showed up consistently across touchpoints. The campaign reached 18 percent of its KPI target within the first week and continued to build momentum.
Ongoing collaboration with the media team enabled the creative to extend into television through Sky AdSmart, maintaining competitive presence alongside larger category players such as Cadbury and Thorntons.
The work received coverage across marketing and industry publications including the Irish Sunday Times, Little Black Book, and Campaign, reinforcing the campaign as a benchmark for integrated brand building.
The latest "Share Wisely" video has been launched, ramping up the campaigns awareness during the Christmas period;
Following work is across supporting channels including the Daily Mail (MailOnline), Stylist, Social and a sample of the photography taken for Lily O'Brien's.
