Splendid Communications has been appointed by Froneri to lead on social media for Rowntree’s Ice 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.