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Irish chocolate brand debuts at the Bay

Irish luxury chocolate brand Lily O'Brien's is heading to Canada and making its debut exclusively at Bay stores nationally. Beginning today, founder and chocolate creator Mary Ann O'Brien is heading to Toronto in a branded promo vehicle to sample her wares in an awareness campaign designed by The Brainstorm Group. A wrapped British-style taxi from Showbiz Marketing will take the entrepreneur throughout the city where she will sample chocolates from her line at various Bay stores today and tomorrow. "There will be street sampling out of the cab," says media director Ed Weiss. "[The cab] will act as the transport promo vehicle for the brand and we'll also be doing some guerrilla marketing with it over the two days." O'Brien is also scheduled to appear on Breakfast Television in a segment tomorrow showing viewers the art of chocolate making. In a consumer radio promo, winners of a brand-sponsored trip for two to Ireland will be announced by O'Brien on EZRock. A branded store window is also scheduled to appear at the Toronto Bay store located on Queen Street in December.

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