Job to be done
Lyle’s Golden Syrup briefed Wild Card to support with a creative campaign for Pancake Day. This brief needed to reach a wide consumer audience, ensuring that Lyle’s was front of mind during a saturated moment and leading the conversation at this peak calendar moment.
Strategic approach
Our strategy to keep Lyle’s Golden Syrup front of mind during a key calendar moment was to create a bold, buzz-worthy hook that sparked conversation. The campaign positioned the brand as the go-to Pancake Day topping, combining a quirky creative twist with core brand messaging that resonated with our target audience.
Campaign Delivery
We launched a consumer insight survey to explore the nation’s pancake preferences, sparking debate over sweet vs. savoury toppings. Great British Bake Off winner Georgie Grasso created two bespoke ‘swavoury’ recipes, which were amplified through her Instagram reel and earned media. To extend reach, we sent gifting boxes with ingredients to food and lifestyle influencers, encouraging them to create and share their own swavoury stacks — reinforcing key campaign messaging across social.
Results
The campaign reached over 127 million people across all channels, with 18 pieces of press coverage in titles such as Daily Mirror, Daily Mail and The Independent. Georgie Grasso’s content garnered 37,700 views, and 600+ engagements, authentically connecting with the target audience for this campaign. Of the seven influencers organically gifted, five converted organic coverage, with 283K opportunities to see.