Lyle’s Golden Syrup: advert-body-2

Lyle’s Golden Syrup is sponsoring the Great British Bake Off as it lands at its new home on Channel 4 tonight (29 August).

In a series of five and ten-second idents Lyle’s Golden Syrup and creative agency Iris are celebrating the famously sticky British baking staple. The seven idents produced aim to uncover the stickiness of Lyle’s Golden Syrup in a new way, whether that be stray trails of syrup stopping eggs rolling to their demise, tins stuck to the worktop, lids to the cake slice or as a quick fix to a broken gingerbread man.

The sponsorship spots will be shown during every episode of the Great British Bake Off and its spin-off show ‘Bake Off: An Extra Slice’, as well as throughout its festive episodes. The work builds on the success of the 2016 Iris campaign 'Sticky But Worth It', which marked a return to TV advertising for the first time in 25 years and also aired on Channel 4.