Tate & Lyle Sugars enlists Iris to handle Lyle’s Golden Syrup creative

Creative shop Iris has hit a sweet spot with Tate & Lyle Sugars, announcing that the brand has appointed the agency to handle its creative account following a competitive pitch.

The win will see Iris take on the delivery of a fully-integrated campaign for the iconic brand, which currently boats the world’s oldest unchanged packaging, including all TV, print, press, on-pack and social promotions.

The agency will be tasked with reclaiming lapsed customers and attracting new ones by capitalising on the product’s heritage and turning the name into a "participation brand".

The brand began toying with experiential marketing last year with ‘smile-activated’ golden syrup dispenser, which poured out the sugary treat for Londoners using facial mapping technology.

Elpida Gailani, B2C marketing manager, EU at Tate & Lyle’s parent group American Sugar Refining said: "We weren’t looking for an agency, we were looking for a partner. In addition to brilliant creativity, Iris demonstrated that they understood our product, the impact it has on people and importantly – that they were natural collaborators. I’m looking forward to getting started with the journey."