Malley’s

Cleveland Style Chocolate

Malley’s, the legendary chocolatier, wanted to attract a new generation of customers while retaining their very-devoted fan base.

So, we built a brand experience to consistently highlight what they uniquely provide: community pride, fun, and of course, amazing Cleveland Style Chocolate.

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This included creating an updated look and feel to modernize their nostalgic appeal, a singular and unexpectedly charming voice and tone, and a versatile asset library of tastefully updated product photography and video.

All of which allowed Malley’s to successfully reintroduce itself on a brand level, while taking advantage of their key seasonal and promotional windows.

Like Easter:

Valentine’s Day:

And Mother’s Day:

Because here’s the human truth: while A+ moms deserve amazing gifts, they’re too humble to ask for what they truly want. Hence, 69% of people wait until two weeks before Mother’s Day to even start shopping. All of which made it imperative to share what moms really want for Mother’s Day—translating typical Mom-ism downplays into direct orders: BUY ME MALLEY’S.

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Digital placements encouraged people to slowly step away from cringy cliché gifts. And given typical shopping habits, media was concentrated around the two-week lead-in (making these ads helpful, procrastinator-proof inspo).

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Out of home hit upon other human truthy motivators. Oh yeah: It also inspired Malley’s take on the classic Mom tattoo.

Tasty Results

Since our first Mother’s Day campaign in early 2024, Malley’s sales steadily grew and surpassed goals during key holiday timeframes and beyond.

Specifically, our Mother’s Day campaign over-delivered on projected media impressions by 33%, increased online preorder sales of chocolate covered strawberries by 23% YOY, increased overall Mother’s Day sales by 15% YOY, and made all our moms, like, infinity proud.

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