Lyle’s Golden Syrup launches its new flapjack range with a campaign aimed at reaching millions across the UK.
- This campaign, valued at over half a million pounds, features a multi-channel approach including social media and eCommerce.
- In-store sampling at 125 Tesco stores as well as workplace sampling will support the campaign.
- The well-loved British brand introduces new flavors to appeal to a broader audience.
- Rebranding efforts highlight a refreshed logo while maintaining commitment to taste.
Lyle’s Golden Syrup has embarked on a significant campaign to promote its latest flapjack range. The ‘Make Snack Time Golden’ initiative is designed to reach a wide audience, with an estimated consumer engagement of two in five UK adults. Through a multi-faceted approach, the campaign utilizes social media, YouTube, and eCommerce platforms, achieving over 110 million impressions.
The campaign also includes practical in-store and workplace sampling opportunities. This exposure at 125 Tesco stores across the nation reflects an effort to directly connect with consumers, allowing them to experience the product firsthand.
The brand’s venture into the ambient snack category introduces single-pack flapjacks in classic golden syrup and chocolate flavors. These additions cater to consumers seeking convenient, delicious snack options.
Rhian Moore, the brand manager, emphasized the goal to make flapjacks as accessible as other popular British snacks. Her statement underlines Lyle’s ambition to preserve its legacy while adapting to modern consumer needs with the promise of new flavors.
Earlier this year, the company updated its iconic logo, replacing the traditional dead lion with a friendlier image. This rebranding effort represents a contemporary twist while maintaining the essence of what makes the brand beloved—its exceptional taste.
These developments demonstrate Lyle’s commitment to innovate while honoring its rich heritage.
