The solution involved a comprehensive advertising campaign that leveraged TV, press, OPP, and social content. The campaign aimed to capitalize on the brand's rich heritage while also showcasing its versatility and relevance to modern consumers. The strategy was to create engaging content that would invite consumers to participate in the brand's story, thereby turning Lyle’s Golden Syrup® into a true ‘Participation Brand’. The campaign was designed to reach a wide audience, reclaim lapsed customers, and attract new ones. The use of social media was particularly significant, as it allowed for the creation and sharing of videos that could reach millions of viewers.
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