Case Study: Lyle’s Golden Syrup builds brand equity with Wild Card’s Pancake Syrup Latte campaign

Lyle’s Golden Syrup sells 20,000 Pancake Syrup Lattes in 3 weeks with Wild Card

Lyle’s Golden Syrup, a heritage brand iconic to Pancake Day, faced the challenge of connecting with a younger audience and building long-term brand equity beyond its traditional baking associations. To address this, they partnered with PR and strategic communications agency Wild Card to launch a culturally relevant campaign.

Wild Card brokered a collaboration with Black Sheep Coffee to create the Pancake Syrup Latte, a limited-edition coffee drink featuring Lyle’s Golden Syrup. This solution transformed the brand into a "cult coffee drop" and was supported by a multi-channel marketing mix. The results for Wild Card's campaign were significant, selling over 20,000 drinks and securing 20 national and regional media placements, achieving a combined campaign reach of 5.8 million.

Lyle’s Golden Syrup