With the strapline, ‘This Pancake Day, show off with Biscoff’, the campaign will run across Instagram, Facebook and YouTube.
It encourages consumers to show off their pancakes made with Biscoff through a #showoffwithbiscoff hashtag.
The six-figure campaign will target more than seven million shoppers and home bakers between the ages of 25 and 54 and is set to generate more than 28 million impressions. It will launch on 1 February and run for three weeks.
The campaign will be supported in-store through flashed packs with a QR code which can drive consumers to a list of Pancake Day recipes on the supplier’s website.