Supporting key sales periods for chocolate gifting
Achieving good share of voice in round-up features against leading chocolate retailers and brands
Using brand fans to amplify media coverage
Pieces of Coverage
Campaign Length (Months)
Baileys is one of Lir Chocolate’s leading ranges for the key gifting seasons at Christmas and Easter. It is crucial to create awareness around its seasonal ranges in the media and through its brand fans on social channels.
A hard-working media relations campaign was instigated using creative mailers of a Chocolate Christmas box and Easter Chocolate wreaths to ten top-tier publications. This was followed up by outreaching to all other lifestyle and food media to maximise coverage in the seasonal round-up features and product pages.
In addition, Baileys’ brand fans were targeted with samples to complement media coverage to create a buzz on their social feeds.
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