Lyle’s Golden Syrup will return to UK television screens for the first time in 25 years, with the launch of a new integrated campaign and £1.8 million’s worth of supporting activity.
The new campaign is set to air from Monday 31 October, and brings the brand’s new tagline – ‘sticky but worth it’ – to life. The 20-second creative features a woman getting in a sticky mess with Lyle’s Golden Syrup as she makes a range of classic sweet treats, including gingerbread men, syrup sponge and flapjacks.
After clearing up her latest baking mess, the woman is then shown on a video call with her daughter whilst tucking into a golden flapjack.
The advert highlights Lyle’s Golden Syrup’s role in making good baking taste great.
The brand has not advertised on TV since 1991.
Tamas Fuzer, European marketing director for brand owner T&L Sugars, said: “We are really excited about our new Sticky But Worth It campaign, which we think is both brave and playful. We know that consumers have fond memories of Lyle’s Golden Syrup and we’re confident it will reignite their love for the brand.
“Lyle’s 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 capitalised on this rich heritage, turning Lyle’s Golden Syrup into a true ‘participation brand’. Going to market for the first time in 25 years with TV will reclaim lapsed customers and invite a new generations of audience to experience the different occasions and versatility of Lyle’s.”
The campaign will be supported by further TV and video on-demand sponsorship, press advertising, in-store activation and digital and PR activity.
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