Lyle’s hopes to re-energise demand for its golden syrup with new brand-first creative platform and multichannel campaign

The TV-led initiative hopes to expose Lyle’s family-orientated brand messaging to younger audiences and breathe new life into the 140-year-old product.

Lyle’s Golden Syrup has introduced a brand-first creative platform paired with a TV-led multichannel campaign hoping to make a bigger impact with younger audiences amidst increasing competition.

“Absolutely Golden”, which is also running across social media and digital channels, was developed in partnership with creative agency elvis and is the first campaign to launch since elvis was appointed as Tate & Lyle Sugars’ lead UK creative agency earlier this year.

The playful new creative platform attempts to show what a drop of Lyle’s Golden Syrup represents to people and mimic what they feel and see when using it.

With the brand’s core family audience growing older, the push aims to breathe new life into the 140-year-old product and unlock Lyle’s potential for sustained value growth by establishing it as “the brand for me” among younger family households.

James Whiteley, Brand Director, Tate & Lyle Sugars, said: “It’s hugely exciting to launch this ‘Absolutely Golden’ new brand platform for Lyle’s Golden Syrup. The elvis team has helped us to refresh the Lyle’s brand in a way that we believe can help us engage with new audiences.”

Prime-time campaigning

The campaign has placed two hero TV spots at its heart, both starring the same family in their kitchen with their food experience elevated by Lyle’s Golden Syrup.

Lyle’s has marked its return to TV with a package of prime-time media, including spots during ITV’s Lorraine and Ant and Dec’s Saturday Night Takeaway. The spots are supported by activity across video-on-demand, social, digital and PR to round out the multi-channel campaign and maximise exposure among younger audiences.

The heritage British brand has also stated that sustainability was top of mind during this campaign’s conception, with it supposedly designed to minimise food waste and encourage responsible consumption by focussing on the impact a single drop of syrup can have.

Neale Horrigan, Executive Creative Director, elvis, added: “It’s an honour to be working with an iconic, well-loved brand like Lyle’s Golden Syrup – and to have the creative opportunity to bring it back to people’s TV screens in such a dramatic way.

“Lyle’s Golden Syrup is a delicious bit of magic that makes you feel absolutely golden. So, we wanted to have some fun and bring that sensorial burst to life with an unexpectedly playful creative platform that puts a smile on your face.”