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Lyle & Tate TV Advert
Project type
Television Advertising Campaign
Date
2024
Role
Storyboard Artist
Client
Lyle & Tate Golden Syrup
Employer
Craft Film
In February 2024, Tate & Lyle announced a bold rebrand of Lyle's Golden Syrup, modernizing the iconic product while retaining its rich heritage. The rebrand replaced the long-standing dead lion logo with a striking lion’s head and a single bee, drawing from the product's biblical roots yet reimagining it for contemporary shoppers. A television advertisement was created to celebrate this transition, telling a story that bridges tradition and innovation, nostalgia and modernity.
The campaign's goal was to engage audiences with the product's legacy while introducing the new branding in a way that felt fresh, authentic, and emotionally resonant. The advertisement became a cornerstone of the rebrand, designed to captivate both loyal customers and a new generation of buyers.
Role in Shaping the Advertisement's Voice and Vision: As a key creative contributor, I was pivotal in crafting the advertisement's narrative and developing the overarching brand story. My responsibilities included:
Developing the Narrative: I conceptualized a storyline that honoured the product’s origins while resonating with modern sensibilities. By connecting the biblical inspiration of the lion and bee to themes of resilience and sweetness, I helped frame the rebrand as both a respectful nod to tradition and an embrace of progress.
Shaping the Brand Voice: I ensured that the tone of the advertisement struck the perfect balance between nostalgia and modernity, aligning with the rebrand's objective to appeal to contemporary shoppers while retaining the essence of Lyle's Golden Syrup.
Visual and Symbolic Input: Collaborating with the creative team, I influenced key visual elements, such as the transformation of the lion logo into a living emblem of strength and 'rock and roll'.
Guiding the Creative Vision: My input was instrumental in crafting the ad’s pacing, emotional beats, and overall aesthetic, ensuring the final product resonated deeply with audiences across demographics.
Impact and Reception: The advertisement successfully introduced the new branding while preserving the emotional connection with the product’s long-time customers. Although the rebrand sparked lively debates on social media, the ad played a key role in shaping the conversation, helping audiences understand the intention behind the changes. The campaign underscored the brand’s adaptability and commitment to quality, appealing to both loyal fans and modern consumers.
This project allowed me to leverage my storytelling expertise to navigate the delicate balance between heritage and innovation, shaping an advertisement that was both impactful and true to Lyle's enduring legacy.











