Context
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
With Lyle’s Golden Syrup, it’s all about being culturally relevant and having some fun along the way. We knew we needed to be front of mind during a key calendar moment so a bold, buzz-worthy hook that sparked debate, on and off-line, was essential. 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 with fresh consumer insights exploring the nation’s pancake preferences, sparking fun debate over sweet vs. savoury toppings. The result? Simple – it’s ‘Swavoury’. We brought in Great British Bake Off winner Georgie Grasso, to create third-party endorsement. She created two bespoke ‘swavoury’ recipes, amplified through her Instagram and earned media. To extend reach, we enticed lifestyle influencers with goodie boxes (everyone loves an unboxing) with loads of ingredients, resulting in exciting swavoury stacks — reinforcing key campaign messaging across social.
Full Colour
Result One:
Reach
The campaign reached over 127 million people across all channels, with 18 pieces of press editorial in high domain titles including The Daily Mirror, Daily Mail and The Independent
Result Two: Engagement
GBBO’s Georgie Grasso’s content garnered 37,700 views, and 600+ engagements, authentically connecting with the target audience for this campaign.
Result Three: ADDED VALUE
Of the seven influencers organically gifted (non-sponsored), we successfully converted five into strong socials, with 283K opportunities to see.