Food: Lyle offers a sweetener on pancake day

Campaign Pancake Portraits Client Lyle's Golden Syrup PR team Munro & Forster Communications Timescale February 2009 Budget Circa £23,000

Iconic British brand Lyle’s Golden Syrup wanted to raise its profile around pancake day 2009.

Objectives

To remind people to put Lyle’s Golden Syrup on pancakes on Shrove Tuesday

To make the most of sales opportunities.

Strategy and plan

Munro & Forster commissioned a consumer poll to find out the nation’s sweetest and least sweet celebrities, and the celebrities people would most and least like to share a pancake with. Names topping the poll, including Amy Winehouse, Ant and Dec and Russell Brand, were then immortalised on pancakes by food artist Prudence Emma Staite, using Lyle’s Golden Syrup products. Images and news releases were issued to national, regional, online and broadcast media.

Measurement and evaluation

The campaign featured on Friday Night with Jonathan Ross, The Alan Titchmarsh Show and Market Kitchen on UKTV Food. It also app­eared on Manchester’s City Talk radio, the Daily Mirror, the Daily Star, across 37 websites and in two regional newspapers, the Bristol Evening Post and the Gloucestershire Echo.

Results

Media coverage reached in excess of eight million people from 20 February to pancake day, 24 February. Sales rose across Lyle’s product portfolio by 20 per cent for the month of February.

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