In 2019, SchroderHaus helped establish Lily’s Sweets as a leader in the no sugar added movement, generating more than 200 stories in trades, business and consumer media with a potential digital reach of more than 250MM. To continue momentum into the new year with existing and new media contacts, SchroderHaus needed to engage and excite national consumer media in a new way.
The core Lily’s audience includes female, young professionals who love to be the first to recommend new products to their girlfriends. She is often the host of get-togethers, knows about the newest restaurants and works to balance work and fun, health and indulgence. Timed right before Lily’s new 2020 confections hit shelves, SchroderHaus produced a Galentine’s Day event in NYC at a pop-up gallery space featuring an up-and-coming artist, @violetclair on IG, whose pieces poke fun at today’s dating scene. Media were encouraged to bring their bestie to enjoy the art, and sample sweets and wine pairings curated by a NYC-based influencer. All guests left with samples of the new Lily’s products, a print from the artist, recipe ideas and other cooking essentials.