Anything But Grey lands Lily O’Brien’s brief

Lily O’Brien’s has appointed specialist consultancy Anything But Grey to handle UK PR, tasked with bringing its brand campaign, ‘For the ones you really know’ to life.

Lily O’Brien’s, celebrated for its premium chocolate range, started life as the brainchild of Mary Ann O’Brien who created a mini enterprise from her kitchen in 1992. Now owned by Colian, the brand has become a beloved name in luxurious boxed chocolates around the world.

Anything but Grey launched specifically to cater for brands seeking to engage Generation X consumers. The consultancy is a collaboration between MISSION agencies Speed Communications and Bray Leino, aiming to deliver breakthrough marketing campaigns that celebrate the unique attitudinal differences of these particular consumers.

The first brief will see Anything But Grey focus on delivering a stellar Christmas campaign to position Lily O’Brien’s as the only choice for sharing and gifting chocolates this festive season. The campaign will be delivered multichannel and in collaboration with MISSION agency Populate, who won the social media remit for the brand earlier this year.

Karen Crawford, Marketing Director at Lily O’Brien’s said “The team at Anything But Grey really impressed us with their innovative approach. The experience, passion and creative strength of the team really stood out. We’re confident that this partnership will help us connect with our consumers in meaningful ways and further strengthen our position in the market.”

Sarah Firth, PR Strategy & Creative Director of Anything But Grey, added: "To get the opportunity to work with a brand like Lily O'Brien's is 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.”