Lyle’s Golden Syrup has unveiled a media campaign entitled ‘Make Snack Time Golden’ to support the national rollout of its new Flapjack range.
The campaign spans out-of-home paid social static & video placements on Meta, YouTube video ads, and strategic e-commerce support. This will be complemented by in-store sampling at 125 Tesco stores nationwide, workplace sampling aimed at introducing 50,000 commuting professionals to the product, and influencer partnerships.
Earlier this year, Lyle’s entered the ambient snack category with its Flapjack multipacks, featuring classic golden syrup and chocolate varieties available in retailers such as Sainsbury’s, Ocado, and Tesco. The brand has now expanded its product line to include single-pack, ready-to-eat flapjacks in both original and chocolate flavours, available in over 900 Tesco stores.
Rhian Moore, Brand Manager for Lyle’s Golden Syrup, said: “We are delighted to expand the awareness of Lyle’s Golden Syrup Flapjacks with the introduction of our national ‘Make Snack Time Golden’ media campaign as we expand our multipack range to include single on-the-go packs in Tesco stores across the UK. With impactful placements across out-of-home, social, digital, and e-commerce, we will reach more than 2 in 5 of UK adults with over 110 million cross channel impressions.
“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, ensuring Lyle’s is as loved by generations to come as it has been for the last 140 years.”
