Tate & Lyle Sugars Appoints iris as Lead Creative Agency

Tate & Lyle Sugars has appointed creative innovation network iris as lead creative agency for one of its oldest and most successful brands, following a competitive pitch.  

iris will take on delivery of a fully integrated brand campaign for Lyle’s Golden Syrup, including all TV, print, press, on pack promotion and social content production. 

Lyle’s Golden Syrup is firmly positioned as one of Britain’s best known and loved brands, and 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. 

iris will be tasked with capitalising on this rich heritage and turning the Lyle’s Golden Syrup brand into a true ‘Participation Brand’ – as it aims to reclaim lapsed and attract new customers, and celebrate the different occasions and versatility of the product around both breakfast and baking. 

This will be the first time in 25 years the much-loved British brand has gone to market at a national scale – and through the campaign hope to turn it back into an essential kitchen staple, and inspire usage from across the nation.

Elpida Gailani, B2C Marketing Manager, EU, ASR Group: “We weren’t looking for an agency, we were looking for a partner.  In addition to brilliant creativity, iris demonstrated that they understood our product, the impact it has on people and importantly – that they were natural collaborators.  I’m looking forward to getting started with the journey!”

Chris Marlow, Managing Director, iris London: “We’re proud to be working in partnership with Lyle’s® and really see the potential the Lyle’s Golden Syrup® brand has to become more participative and meaningful as part of people’s lives.  It’s a nostalgic brand, steeped in heritage, and we’re looking forward to bringing it back firmly front of mind with people across the UK.”