Lyle’s Golden Syrup is making waves with its latest promotional effort, celebrating the nationwide introduction of its new flapjack range.
The ‘Make Snack Time Golden’ campaign is estimated to reach two in five UK adults, thanks to a comprehensive strategy that spans various platforms. The initiative, valued at over half a million pounds, utilises out-of-home advertising, social media, YouTube, and eCommerce channels, promising more than 110 million cross-channel impressions. This wide-reaching approach highlights the brand’s ambition to elevate its presence in the ambient snack category.
In-store sampling at 125 Tesco stores, along with workplace sampling and influencer partnerships, further supports the campaign. These methods aim to directly engage consumers and encourage them to try the flapjacks, available in classic golden syrup and chocolate varieties. The rollout comes after the company previously introduced multipacks in major supermarkets including Sainsbury’s, Ocado, and Tesco.
Rhian Moore, the brand manager, expressed the company’s vision, stating that their goal is to make British favourites like flapjacks as accessible as other popular treats such as the Cherry Bakewell or mince pie. She emphasised the iconic taste of Lyle’s Golden Syrup, renowned for its rich flavour reminiscent of homemade delights enjoyed for generations. Moore reiterated the commitment to exceptional taste and hinted at new flavours under development.
Earlier in the year, Lyle’s made headlines by altering its 150-year-old logo, replacing the traditional image of a lion swarmed by bees with a modern, more approachable design. This rebranding effort aims to refresh the brand’s image while maintaining its longstanding reputation for quality.
Lyle’s Golden Syrup’s latest venture into the flapjack market reflects its ongoing commitment to innovation and accessibility, bringing beloved British flavours to new audiences in fresh, exciting formats.
