The integrated "Sticky but worth it" campaign, created by Iris, launches today with a 20-second ad that is meant to take the brand into the 21st century while still retaining its charm.
The ad features a woman getting in a sticky mess with the syrup brand as she bakes in the kitchen. After clearing up the mess, she even gets syrup on her computer while video chatting to her daughter and eating a golden flapjack.
The work was created by Neil Matthews and Stuart Woodhall at Iris and directed by Ed Rosie through Iris’ in-house content team Pops. M/SIX is handling the media planning and buying.
The campaign will run across TV, video on demand, press and digital, as well as further social media content that reveals twists of classic recipes using the brand.
Lyle’s has also signed a deal with Channel 4 to run idents on weekend mornings, with a breakfast feature in each ident.
Brand owner Tate & Lyle Sugars appointed Iris as its lead creative agency in August after a competitive pitch.
Tamas Fuzer, Tate & Lyle Sugars’ European marketing director, said: "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."