Context
Lyle’s Golden Syrup is an icon of Pancake Day, selling half a million packs during the seasonal event. However, as a heritage brand dating back to 1883, Lyle’s wanted to show up in culture in an unexpected yet highly relevant way. The objective was to leverage the moment, build long-term brand equity and recruit a younger audience.
Strategic Insight
The strategy was to unlock a new territory for Lyle’s Golden Syrup, beyond baking and traditional pancakes. Coffee became our space to play, specifically flavoured coffees, which are cultural signals for younger audiences – marking new seasons or moments to celebrate. Riffing off the cultural phenomenon of the Pumpkin Spiced Latte – synonymous with autumn and Zennial coffee fandom – Wild Card created the Pancake Day answer: The Pancake Syrup Latte with Lyle’s Golden Syrup.
Creative Concept
Brokering a collaboration with Black Sheep Coffee, famed for turning signature drinks into culture drops, we launched the Pancake Syrup Latte as a limited seasonal special – with a creative through-line: “Putting the Flip into Pancake Day”. Served hot or over ice, it was made with a limited-edition blend of specialty coffee, Lyle’s Golden Syrup, steamed milk, cream, and a golden syrup drizzle. The Pancake Syrup Latte was delivered through a creative, HFSS-considered multi-channel mix, supported by organic social and fan reactions.
Full Colour
Result One:
20,000+ Pancake Syrup Latte drinks sold nationwide across a three-week live period
Result Two:
20 x national and regional editorial placements in GEO-rich earned media, relevant to Lyle’s core and younger audience profiles
Result Three:
5.8m combined campaign reach with organic social impressions exceeding previous median and mean averages