Partnership Marketing Campaign

When Lyle’s Golden Syrup teamed up with the nation’s favourite baking TV show, The Great British Bake Off, it was a match made in baking heaven. We knew that the sponsorship idents needed to live up to the hype of the show’s hotly anticipated return to TV, in a new home on Channel 4.

Sponsorship Marketing Strategy

Building on the success of 2016’s campaign “Sticky But Worth It”, which marked the brand’s return to TV advertising for the first time in 25 years, we created a series of five and ten second idents. Celebrating the famously sticky and unpredictable nature of the Great British baking staple, each ident discovers the stickiness of Lyle’s Golden Syrup in a new way, whether that be stray trails of syrup stopping eggs rolling to their demise, tins stuck to worktops, or a quick fix to a broken gingerbread man.

This campaign went live Aug 2017, results coming soon...