FOOD AND DRINK CAMPAIGN: A flipping great success for Lyle's Golden Syrup

Pancake Day is a key date in the sales calendar for Lyle's Golden Syrup (LGS). The classic retro goo was suffering from a steady decline in sales and brand activity had failed to bring in significant numbers of new, young consumers.

Lyle's Golden Syrup
Lyle's Golden Syrup

Campaign: Pancake Day
Client: Lyle's Golden Syrup (T&L)
PR Team: Munro & Forster Communications (M&F)
Timescale: February 2008
Budget: Around £40,000

So it briefed Munro & Forster to drum up as much publicity for the brand as possible.

Objectives
To convert the 'warm and fuzzy' feeling people have towards LGS into active purchase. To engage the next generation of Lyle's consumers.

Strategy and plan
To put LGS front of mind as a pancake topping, the M&F team launched the Pancake Appreciation Society (PAS). This was headed by pancake enthusiast James Provan, who had previously had a YouTube hit with a stop-motion animation film about pancakes.

Provan created a new pancake film, which was also posted on YouTube.

A consumer survey was launched and the findings sent to national and regional media, just ahead of Pancake Day. An email alert was also sent to a database of consumers, driving traffic to the website and film on YouTube. This was backed up by product placement in consumer titles and a radio day.

Media and evaluation
The campaign secured three slots on TV and 19 on the radio. Three national papers covered it, as did 10 regional titles and three consumer magazines. It also featured on 23 websites.

Results
To date, more than 23,000 people have logged on to the Pancake Appreciation Society website and there have been more than two million views of the film on YouTube after it appeared on the YouTube home page.

It was the most viewed, top featured, and top favourite-rated on the site, and 6,500 visitors to the PAS website came directly from the YouTube page.

Sales of LGS tins have grown by 22 per cent since the campaign.

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