Lyle’s Golden Syrup is launching a brand-new creative platform and multichannel campaign, “Absolutely Golden”. The push was developed in partnership with creative agency elvis. It is the first work to launch since Tate & Lyle Sugars appointed the shop as its lead UK creative agency at the end of last year. With Lyle's core family audience growing older and with more competitors than ever before, the brand needed to develop a creative platform that made a big impact with a younger audience and regained share of voice, focussing on messaging around taste and versatility. Lyle’s has partnered with elvis to develop an iconic above-the-line campaign for its iconic 140-year-old product, aiming to breathe new life into the nation’s favourite syrup. The push seeks to unlock Lyle’s potential for sustained value growth, and to re-establish it as “the brand for me” amongst family households. The unexpectedly playful new creative platform shows just what a drop of Lyle’s Golden Syrup represents to people, portraying what they feel and see when they use the product. At the centre of the campaign are two hero TV spots, directed by Rob Davies at Craft Films, both starring the same family in their kitchen, as their food experience is elevated by Lyle’s Golden Syrup. The lead film focuses on the daughter in the family, as she adds Lyle’s Golden Syrup to a stack of pancakes. As she peers into the drop of syrup, she is transfixed by a glittery golden disco with dancing speakers and a cat DJ within. A second spot featuring the dad of the family will launch later this month. Lyle’s is marking its return to TV with a package of primetime media, including spots during ITV’s Lorraine and Ant and Dec’s Saturday Night Takeaway. This is supported by activity across video-on-demand, social, digital and PR, with media planning and buying by Bicycle. In line with elvis’ B Corp accreditation and Better World strategy, which sees it focus on delivering against the core principles of equity, sustainability, community and kindness in every aspect of its business, the campaign concept was designed to minimise food waste and encourage responsible consumption, by focussing on the impact a single drop of syrup can have.