Debut work from Elvis for Lyle’s Golden Syrup features a DJing cat

In the first spot, ‘Disco Pancakes’ sees a couple eating breakfast at the kitchen table and as they dunk their spoon into the syrup pot, the camera pans closely into it. The scene then cuts to a golden-hued DJ set, where a tabby cat is in charge of the tunes. It’s somewhat bonkers but lots of fun.

The new spot comes as the brand’s core family audience grows older and the influx of more competitors than ever before. With the appointment of creative agency Elvis, Lyle’s Golden Syrup hopes to impact a younger audience and regained a share of voice in the market.

James Whiteley, brand director at Tate & Lyle Sugars, said: “It’s hugely exciting to launch this Absolutely Golden new brand platform for Lyle’s Golden Syrup. The Elvis team has helped us to refresh Lyle’s brand in an unexpected way that we believe can help us engage with new audiences.”

It’s a big move for the brand which has secured primetime media slots, which will include ITV’s Lorraine and Ant and Dec’s Saturday Night Takeaway. The campaign will continue to be rolled out across video-on-demand, social, digital and PR.

Neale Horrigan, executive creative director at Elvis, added: “It’s an honor to be working with an iconic, well-loved brand like Lyle’s Golden Syrup – and to have the creative opportunity to bring it back to people’s TV screens in such a dramatic way.

Lyle’s Golden Syrup is a delicious bit of magic that makes you feel absolutely golden. So, we wanted to have some fun and bring that sensorial burst to life with an unexpectedly playful creative platform that puts a smile on your face, just like Lyle’s does.”

A second spot featuring the dad of the family will launch later this month.

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