• by Fern Siegel , March 24, 2023

After being named Lyle's Golden Syrup lead creative agency in January, elvis is debuting a TV campaign, “Absolutely Golden.”

It is the first work for the Tate & Lyle Sugars’ company.

The 140-yeear-old brand is sold in the U.S. and the U.K.

The remit was to develop a creative platform that scored with a younger audience. The push was to sustain value growth and to re-establish Lyle's as “the brand for me” in families of all ages.

The spots star the same family, who discover Lyle’s enhances their food experience. In the first, a young woman look at the syrup and images she’s in a golden disco with dancing speakers and a feline DJ.

A second spot, focuses on the father of the family, arrives later this month.

In addition, elvis’ spots will land on social, video-on-demand and digital. Media planning and buying is by Bicycle.

James Whiteley, brand director, Tate & Lyle Sugars, said: “The elvis team has helped us to refresh the Lyle’s brand in an unexpected way that we believe can help us engage with new audiences.”

“Lyle’s Golden Syrup is a delicious bit of magic that makes you feel absolutely golden. We wanted to have some fun and bring that sensorial burst to life,” added Neale Horrigan, ECD, elvis.

The London agency’s work includes Odeon, Cadbury, Oreo and Birds Eye.