Lyle's Golden Syrup makes a sticky return to TV screens after 25 years

One of the nation’s most iconic British brands, Lyle’s Golden Syrup®, makes a return to national TV after 25 years, with a £1.8m integrated campaign created by iris.

Lyle’s® return to our screens is set to air on Monday 31st October 2016. The advertisement brings to life the brand’s new tagline – ‘Sticky But Worth It’.

The 20 second TV ad, which is supported by a suite of sponsorship idents, features a woman getting in a sticky mess with Lyle’s Golden Syrup® as she makes classic bakes, including Gingerbread Men, Syrup Sponge and Flapjacks. After clearing up her latest baking mess, we see her on a video call with her daughter whilst tucking into a golden flapjack. The ad highlights Lyle’s Golden Syrup’s® role as that glorious ingredient that makes you and your kitchen sticky, but your food taste delicious.

In a step on from Lyle’s Golden Syrup’s® iconic ‘Sticky’ TV ad, on-air 25 years earlier in 1991, the refreshed creative takes the brand firmly into the 21st century, whilst retaining the same authentic Lyle’s Golden Syrup® charm loved by generations.

The fully integrated campaign will run across TV, VOD and digital, as well as social media content that reveal twists on Lyle’s® classic recipes, . Press advertising, in-store and PR complete the package.

In addition to the new ad campaign, Lyle’s® has signed a new sponsorship deal with Channel 4. From the first weekend of November, a series of idents will air on weekend mornings. Coupled with the TV advertising schedule, these are set to be seen by over 75% of primary household shoppers with kids. The partnership with Channel 4 will see a breakfast feature in each ident and gives Lyle’s® the perfect opportunity to introduce even more UK families to the brand and promote its messaging.

Tamas Fuzer, European Marketing Director at T&L Sugars Limited, comments: “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 ,” he concludes.

Chris Marlow, Managing Director of iris stated: “Taking such an iconic brand, and bringing it firmly into the 21st Century to engage new and lapsed customers has been a proud moment for iris. We’ve loved celebrating the different occasions and versatility of the product around both breakfast and baking – and hope the campaign inspires people to get creative in the kitchen!”

Tate & Lyle Sugars appointed iris as its lead agency in August this year, following a competitive pitch. The creative network is now responsible for all marketing activity, and focused on capitalising on the brand’s rich heritage.