Iris Case Studies IoT in Marketing: Lyle’s Golden Syrup and The Great British Bake Off Partnership

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	IoT in Marketing: Lyle’s Golden Syrup and The Great British Bake Off Partnership Iris

IoT in Marketing: Lyle’s Golden Syrup and The Great British Bake Off Partnership

Iris

Applicable Functions	Sales & Marketing
Challenge	Lyle’s Golden Syrup, a renowned brand in the baking industry, was faced with the challenge of making a significant impact with their return to TV advertising after a 25-year hiatus. The brand had partnered with the popular TV show, The Great British Bake Off, and needed to create sponsorship idents that would not only match the hype of the show’s highly anticipated return to Channel 4 but also effectively promote the brand and its products. The challenge was to build on the success of their 2016 campaign, 'Sticky But Worth It', and create a series of idents that would resonate with the audience, drive traffic to their website, and increase online searches for Golden Syrup. Read More
About Customer	The customer in this case study is Tate & Lyle, a leading global provider of food and beverage ingredients and solutions. The company has a rich history and has been in operation for over 160 years. Tate & Lyle is known for its innovative approach to food and beverage solutions, and its products are used by many of the world's leading food and beverage companies. One of its most famous products is Lyle’s Golden Syrup, a popular baking ingredient in the UK. The company sought to leverage its partnership with The Great British Bake Off to boost its brand visibility and drive traffic to its website. Read More
Solution	To address this challenge, Lyle’s Golden Syrup decided to leverage the partnership with The Great British Bake Off and create a series of five and ten-second idents. These idents were designed to celebrate the famously sticky and unpredictable nature of the Great British baking staple, Lyle’s Golden Syrup. Each ident showcased the stickiness of the syrup in a new and creative way, such as stray trails of syrup stopping eggs from rolling to their demise, tins stuck to worktops, or a quick fix to a broken gingerbread man. The campaign was launched in August 2017, with the aim of driving web traffic to Lyle’s site and increasing online searches for Golden Syrup. Read More Log in to view content
Contents

Applicable Functions

Sales & Marketing

Challenge

Lyle’s Golden Syrup, a renowned brand in the baking industry, was faced with the challenge of making a significant impact with their return to TV advertising after a 25-year hiatus. The brand had partnered with the popular TV show, The Great British Bake Off, and needed to create sponsorship idents that would not only match the hype of the show’s highly anticipated return to Channel 4 but also effectively promote the brand and its products. The challenge was to build on the success of their 2016 campaign, 'Sticky But Worth It', and create a series of idents that would resonate with the audience, drive traffic to their website, and increase online searches for Golden Syrup.

About Customer

The customer in this case study is Tate & Lyle, a leading global provider of food and beverage ingredients and solutions. The company has a rich history and has been in operation for over 160 years. Tate & Lyle is known for its innovative approach to food and beverage solutions, and its products are used by many of the world's leading food and beverage companies. One of its most famous products is Lyle’s Golden Syrup, a popular baking ingredient in the UK. The company sought to leverage its partnership with The Great British Bake Off to boost its brand visibility and drive traffic to its website.

Solution

To address this challenge, Lyle’s Golden Syrup decided to leverage the partnership with The Great British Bake Off and create a series of five and ten-second idents. These idents were designed to celebrate the famously sticky and unpredictable nature of the Great British baking staple, Lyle’s Golden Syrup. Each ident showcased the stickiness of the syrup in a new and creative way, such as stray trails of syrup stopping eggs from rolling to their demise, tins stuck to worktops, or a quick fix to a broken gingerbread man. The campaign was launched in August 2017, with the aim of driving web traffic to Lyle’s site and increasing online searches for Golden Syrup.

Impact #1	The partnership between Lyle’s Golden Syrup and The Great British Bake Off proved to be a successful marketing strategy. The creative idents not only resonated with the audience but also effectively promoted the brand and its products. The campaign led to a significant increase in web traffic to Lyle’s site, with people looking for recipes and tips. Additionally, there was a substantial surge in online searches for Golden Syrup throughout the series. This indicates a heightened interest in the product and the brand, which could potentially lead to increased sales and revenue. The success of this campaign demonstrates the power of strategic partnerships and creative advertising in boosting brand visibility and engagement.

Impact #1

The partnership between Lyle’s Golden Syrup and The Great British Bake Off proved to be a successful marketing strategy. The creative idents not only resonated with the audience but also effectively promoted the brand and its products. The campaign led to a significant increase in web traffic to Lyle’s site, with people looking for recipes and tips. Additionally, there was a substantial surge in online searches for Golden Syrup throughout the series. This indicates a heightened interest in the product and the brand, which could potentially lead to increased sales and revenue. The success of this campaign demonstrates the power of strategic partnerships and creative advertising in boosting brand visibility and engagement.

Benefit #1	2X uptick in web traffic to Lyle’s site from people looking for recipes & tips.
Benefit #2	46% surge in online searches for Golden Syrup throughout the series.

Benefit #1

2X uptick in web traffic to Lyle’s site from people looking for recipes & tips.

Benefit #2

46% surge in online searches for Golden Syrup throughout the series.

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Overview

IoT in Marketing: Lyle’s Golden Syrup and The Great British Bake Off Partnership

Operational Impact

Quantitative Benefit