Lyle’s Golden Syrup has unveiled a major campaign to mark the nationwide introduction of its flapjack range.
In a bold move valued at over half a million pounds, the ‘Make Snack Time Golden’ campaign is set to reach 40% of UK adults through diverse platforms including out-of-home advertising, social media, YouTube, and eCommerce channels. The effort promises over 110 million cross-channel impressions, solidifying its extensive reach.
Simultaneously, in-store sampling will occur at 125 Tesco locations nationwide, alongside workplace sampling and collaborations with influencers, enhancing consumer engagement. This initiative marks Lyle’s entry earlier this year into the ambient snack market with its flapjack multipacks, featuring both classic golden syrup and chocolate variations now stocked at major supermarkets including Sainsbury’s, Ocado, and Tesco.
Rhian Moore, Lyle’s brand manager, emphasised the accessibility of these new products, stating, ‘Making the beloved, nostalgic British flapjack as convenient as a Cherry Bakewell or mince pie reflects our ambition to bring the indulgent taste of Lyle’s Golden Syrup to more accessible formats and occasions than ever before.’ She expressed confidence in the flapjacks’ ability to deliver the rich and comforting taste synonymous with Lyle’s iconic syrup, resonating with homemade versions cherished by generations.
Meanwhile, the brand has undergone a significant rebranding, replacing its 150-year-old logo of a dead lion surrounded by bees with a friendlier lion face and a single bee, representing a refreshed image as part of this extensive campaign. This evolution signals Lyle’s ongoing commitment to remain relevant and appealing to modern consumers.
As Lyle’s Golden Syrup expands its offerings and adapts its brand image, it continues to captivate consumers with its timeless products, now presented in innovative formats. The new flapjack range, supported by a comprehensive promotional strategy, marks a significant milestone for the brand and its future in the snacking industry.
