Published On: 17/06/20192.3 min read


  • Campaign reach in excess of 100 million across consumer media, trade media and influencers, with 68% of coverage appearing in tier A titles.
  • Up against well established brands, this was the first time Lir had launched its Belgium Milk Chocolate Egg in the UK, featuring in consumer titles including Olive magazine, YOU magazine (Mail on Sunday supplement) and Marie Claire online.
  • Featured as one of the top six Easter eggs to purchase in delicious. magazine’s prestigious ‘Wish List’.


A key period for Lir Chocolates is, of course, Easter. With the launch of its brand-new handcrafted Belgium milk chocolate Easter egg, based on its popular luxury sharing box ‘The Discovery Collection’, the brand was keen to make it as much of a success here in the UK as it has been back home in Ireland.

To support the launch, our main priority was to carry out a hard-hitting consumer media relations campaign, making sure we were getting strong cut through in key publications’ Easter features. We also worked with a mixture of food and lifestyle bloggers who were working on gift guides, securing blog and third-party social media coverage for the product to gain maximum exposure. While in the trade space, we targeted key grocery retail titles with an announcement of the brand-new Lir Easter egg hitting the UK market.

For the consumer media campaign, we started outreach six months in advance with a strong creative press release to hit the monthly print titles who were working on Easter egg round-up and gift guides.

As we approached Easter, we targeted the weekly magazines as well as nationals and online titles. Trying to gain cut through against larger, well established brands proved to be a challenge, but we secured a variety of coverage with high-reaching titles such as The Express online which featured the egg alongside own brand supermarket eggs from Waitrose, Tesco and Lidl. Lir’s egg was given the second highest rating of the feature saying: “This lesser known choice picked up some good feedback. One judge, for instance, noted its ‘nice, classic taste’ – insisting that the flavour ‘wasn’t too sweet’.”

Olive magazine also tested the Lir egg as part of its ‘Best Easter egg taste test’, while Marie Claire listed it as one of the dreamiest eggs that they were dying to get their hands on. Country Life included Lir in its round-up of utterly essential Easter eggs, securing visibility with the website’s 300,000+ monthly unique users.

Another campaign highlight was being featured in delicious. Magazine’s ‘Wish List’ of Easter eggs. As the magazine says, only the most useful, most beautiful and best value for money make it onto the page, so we were thrilled when April’s print issue landed at Storm HQ.