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.

Client

Specialisms involved

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.

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