For the first time in 25 years Lyle’s Golden Syrup returns to TV advertising with an integrated “Sticky but worth it” campaign. Brand owner Tate & Lyle Sugars appointed Iris as its lead creative agency in August to bring the old-school syrup back into the 21st century.
Tamas Fuzer, Tate & Lyle Sugars’ MD says:
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.
As weird as it sounds, Lyle’s Golden Syrup has a special place in my heart. Since I can remember, golden syrup on brown bread was my Grandpa’s favourite snack. I inherited his, and my grandmother’s, sweet tooth (always easier to blame the genetics) so I used to enjoy copying him and joined in on having a slice every Sunday. I had a little heart flutter seeing this campaign (I’m a sensitive soul) and am very happy that they have kept the original tin and packaging! The lid is so inconvenient, it’s like a paint can, but it’s legendary. Never change, please.