Treating Belfast to a new Thorntons concept store.

The Brief

Lucky Belfast! Thorntons was set to open one of its hotly anticipated experiential concept stores in the heart of the city’s shopping district. Comprising a café, craftery and a chocolate fountain this was a chocolate lovers dream-come-true. To maximise the impact of the store’s launch, Thorntons needed an integrated comms campaign with Belfast flair.

The Insight

Belfast was one of a number of locations selected by Thorntons in their rapid UK expansion plan. To speak directly to prospective customers, the city’s unique mediascape needed to play a fundamental role in the launch.

The Big Idea

We found Thorntons voice in Belfast via a high profile launch campaign with Northern Ireland’s number one radio station – CoolFM. A glittering launch party attended by Belfast’s leading lifestyle influencers and dignitaries, and DJ’ed by CoolFM’s VIP presenters, was the talk of the town. To weave the new store into the city centre’s retail landscape we devised a programme of activity with BelfastOne – champions of Belfast’s cosmopolitan centre. Their motto is: ‘We’re here to shout about it, maximise it, celebrate it’; and that they did.

The Results

The launch of Thorntons’ new store was a joy to behold - told by the people of Belfast, for the people of Belfast. National and regional publications from The Irish Times to The Belfast Telegraph declared Thorntons a must-visit shopping destination; resulting in queuing around the block from excited chocolate fans.

opportunities to see and hear

round the block to try Thorntons treats

engagements with excited local customers

pieces of coverage in national & regional media

27 Maritime Street Edinburgh