Lotus Biscoff set to launch Pancake Day social media campaign

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Lotus Biscoff has announced its first social media led campaign to coincide with Pancake Day.

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Launching three weeks prior to the feast day (21 February), the campaign aims to encourage consumers to upload their Biscoff-created pancakes to social media with the hashtag #ShowOffWithBiscoff.

The six-figure campaign is set to target over seven million users between the ages of 25-54, which the brand anticipates will generate over 28 million impressions on social media.

The campaign will also be supported in-store with flashed packs featuring the strapline ‘This Pancake Day, Show Off With Biscoff’ and a QR code that will direct consumers to recipes on the Lotus Biscoff website.

Frances Booth, category development and marketing manager at Lotus Bakeries, said: “This is the first time that Lotus Biscoff has developed a campaign specifically for social media and we are particularly excited to engage with Lotus Biscoff loving consumers to see how they will Show Off with Biscoff this Pancake Day.

“The campaign will run across Instagram, Facebook and YouTube for a three-week period from the 1st February and will be supported in-store through specially designed packs.”