Lyle's Golden Syrup
Our PR campaign gained traction for the iconic Lyle's Golden Syrup and the launch of their new squeezy bottle product. We worked with a range of much-loved influencers, including GBBO's Edd Kimber, to spread the word and remind people just how essential Golden Syrup is to baking.
Although Lyle's Golden Syrup tins are iconic, not many people knew about its new squeezy bottles. We needed to socially reach 1.2-1.5m existing and potential shoppers (aged 18-30) during the busy Christmas period, and convince them through engaging digital content that Lyle's Golden Syrup was worth paying more for than cheaper own label syrups. Easy, squeezy, right?
Christmas is a time of year when we're not only busy in the real world, but our social platforms are full to the brim too - packed with recipes and food content. Adding to the noise wouldn't help, but offering our audience some respite and introducing them to the joy of baking, would - and be worth paying a little more for, too.
We gave our audience something they wanted (and needed) - not just a joyful result but also a joyful experience. Our 'There's Joy in Every...' campaign tapped into the real reasons they bake, and used influencers from areas they were most interested in - travel, lifestyle, family, food. And, along with Great British Bake Off winner Edd Kimber, inspired them with a range of delicious Lyle's Golden Syrup recipes that were all a joy to create.