Case Study: Lyle’s Golden Syrup boosts Pancake Day buzz with Wild Card

Lyle’s Golden Syrup reaches 127 million people with Wild Card

The customer, Lyle’s Golden Syrup, faced the challenge of standing out during the highly competitive Pancake Day period. They briefed the vendor, Wild Card, a PR & Strategic Comms Agency, to create a campaign that would ensure the brand was front of mind and led the conversation with a wide consumer audience.

Wild Card developed a creative campaign centered on the "Swavoury" concept, sparking a fun debate about pancake toppings. The solution included launching consumer insights, securing third-party endorsement from a Great British Bake Off winner, and engaging lifestyle influencers with gifted goodie boxes. This approach achieved a reach of over 127 million people, significant press coverage, and high engagement rates, successfully positioning Lyle’s Golden Syrup as the go-to topping for Pancake Day.

Lyle’s Golden Syrup