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Case

A sweet success: crafting a day-to-day PR indulgence.

The iconic Guylian Seashells are a true testament to Belgian chocolate artistry and has delighted palates for generations. As a brand synonymous with premium quality and timeless indulgence, Guylian sought a PR partner to introduce its exquisite world to new audiences in a creative way.

Enter Walkie Talkie in 2022: a partnership forged in the shared passion for storytelling, ready to unwrap a fresh, day-to-day PR approach that would sweeten Guylian’s connection with chocolate lovers across the BeLux region.

For Guylian we created a delicious blend of strategic PR and creative flair, designed to ensure this beloved chocolate brand remains top-of-mind and in the hands of more consumers. As Guylian’s dedicated BeLux PR partner and lead agency we develop an integrated communication strategy. This involves a continuous stream of product launch announcements targeting a wide array of lifestyle, consumer, and food media, alongside essential business updates shared with corporate press and trade publications. We also cultivate long-term influencer collaborations, weaving Guylian’s story into authentic narratives, and execute a savvy LinkedIn strategy that runs in parallel with key PR milestones. 

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Melting hearts and growing reach

This consistent, multi-faceted approach has yielded impressive results. Liesbeth, Senior Communication Manager at Guylian, attests to the impact: 

“At Guylian, PR played a valuable role in driving brand growth in Belgium. Integrated into our broader marketing strategy, PR activity helped us achieve a meaningful increase in market penetration — up by 1.5% in 2024. That translates to around 175,000 new households discovering and choosing Guylian. Given that penetration is the most important lever for sustainable brand growth, this is a result we’re genuinely proud of.”

Beyond the numbers, our team works tirelessly, crafting compelling press releases, localizing international content, and unearthing creative PR hooks. We’re also not shy about plugging in extra creative collaborations and brand cross-overs, like the delightful partnership with ice cream salon Foubert (also from Sint-Niklaas). This sweet alliance first brought us a limited-edition Guylian praline ice cream, followed by an exclusive Christmas cake – truly a match made in heaven, showcasing Guylian’s versatility and appeal in the most delicious ways!

  • Copywriting and editing press release
  • Create local stories that resonate and craft a PR timeline
  • Support all product launches in press & handle press requests for our market on a daily basis
  • Set-up a nation wide seeding programme for key media
  • Create a linkedin content calendar
  • Push business stories
  • Maintain press relations with trade press
  • Handle a solid influencer approach
  • Ensure constant media coverage in Belgium with a focus on food, retail, lifestyle, trade publications and business media