JANUARY 2026: Splendid Communications has been appointed by Froneri to lead the UK PR for Rowntree’s Lollies, following a competitive pitch. The retained partnership will see Splendid deliver a social strategy designed to elevate the brand’s new positioning and champion its playful, fruit-forward identity across key channels.

Splendid will lead Rowntree’s Lollies’ NPD launches, managing PR activation, media strategy and creator partnerships. With adults now driving two-thirds of category growth, the programme focuses on elevating Rowntree’s Lollies’ playful positioning through a mix of strategic planning, always-on social, creativity, influencer content and earned-first storytelling.

In addition, Splendid will spearhead NPD launches, overseeing PR activation, media strategy and content creator partnerships.

Will Yates, authorised client representative for Froneri, said:

“Splendid brought an outstanding level of strategic clarity and creative ambition to this brief. Their integrated approach across PR, social, influencer engagement and community management made them stand out, and their energy was a perfect match for the Rowntree’s Lollies brand. We’re excited to bring more joy, colour and real fruit goodness to consumers together.”

Across the year, Splendid will deliver an integrated programme designed to amplify the brand’s playful personality and connect with fun-seekers of all ages. The approach centres on bold, colourful social-first storytelling, built to be intuitive, spontaneous and highly shareable.

Alec Samways, CEO of Splendid Communications, added:

“Rowntree’s Lollies is a brand rooted in positivity, spontaneity and vibrant flavour. Our team is thrilled to partner on such a comprehensive scope – one that lets us combine conversation‑ driving PR with culturally relevant social thinking and standout content. We can’t wait to free the fun across the year.”

For more information, please contact:

rowntrees@splendidcomms.com

About Splendid Communications

In a world of fleeting attention and fierce competition, shouting louder won’t cut it. Brands need to spark conversations that COUNT. By connecting with people in the places they spend their time, we create conversations that shape perception, shift behaviour, and drive commercial impact. At Splendid we believe the best brand-building happens when strategy, creativity and execution work as one. Our COUNT framework ensures every idea lands, spreads, and drives action. Because conversations that COUNT aren’t coincidental. They’re engineered for impact.