FMCG firm Tate & Lyle Sugars has today announced the appointment of ELVIS as its new lead creative agency for its flagship Lyle’s Golden Syrup brand.

The appointment was made at the conclusion of a three-way competitive pitch process, with ELVIS enlisted to design a revamped creative platform for Lyle’s Golden Syrup in order to drive both relevance and customer awareness.

“The team at ELVIS have a proven track record of bringing new energy and reappraisal to established brands,” Tate & Lyle Sugars marketing director Europe, Nick James said.

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“Their pitch demonstrated strong understanding of our needs, delivering a compelling strategy with a bold and exciting creative. I am delighted to be working with them as we seek to introduce Lyle’s Golden Syrup to a new generation of consumers.”

ELVIS’s new remit will be primarily focused around TV assets, with inaugural work set to go live later this year. In its new role, the agency will be collaborating with media outfit Bicycle, which recently secured the Lyle’s media account.

ELVIS CEO, Tanya Whitehouse added: “We’re thrilled to be partnering with this fabulous heritage brand.
“This win gives us the opportunity to create something striking and meaningful that will grab the attention of today’s young families.”