Sticky but worth it

Putting Lyle's Golden syrup back into the hearts and minds of consumer with their first advertising campaign in over 25 years.

Lyle’s Golden Syrup® is firmly positioned as one of Britain’s best known and loved brands, and currently has the world’s oldest unchanged packaging – with the product remaining the same in a 21st century kitchen cupboard, as it was in a 19th century larder.

We’ve been tasked with capitalising on this rich heritage and turning the Lyle’s Golden Syrup® brand into a true ‘Participation Brand’. Going to market for the first time in 25 years with TV, press, OPP and social content to reclaim lapsed customers and invite a new audience to celebrate the different occasions and versatility of the product around both breakfast and baking.

11M
11M
Views across the 6 social videos, with one receiving 2.6M.