Tate & Lyle Sugars has announced that Lyle’s Golden Syrup is to be a broadcast sponsor of Channel 4’s The Great British Bake Off, set to return to screens this autumn for the eighth series, alongside Dr Oetker.
In its new Channel 4 home the show welcomes restaurateur, food writer and novelist Prue Leith who will be joining Paul Hollywood as judge along with presenter, comedian and writer Sandi Toksvig OBE and comedian and actor Noel Fielding, as well as the all-important twelve new bakers.
The dual partnership for 2017 also includes the Jo Brand presented spin off show Bake Off: An Extra Slice as well as festive episodes.
4 Sales were responsible for brokering the deals together with Lyle’s Golden Syrup’s media agency m/SIX and MEC Global for Dr. Oetker. Creative agencies Iris and Cheetham Bell will create the brand’s respective sponsorship idents.
This activity builds on the success of Lyle’s Golden Syrup’s return to TV last year advertising for the first time in 25 years.
Lyle’s Golden Syrup is one of Britain’s most iconic brands, with the world’s oldest unchanged packaging. The product remains the same in the 21st century kitchen cupboard, as it was in a 19th century larder –a baking essential loved by generations.
Jonathan Allan, Sales Director, Channel 4 said: “We’re looking forward to celebrating the nation’s love of baking with Lyle’s Golden Syrup and Dr. Oetker, for the hotly anticipated return of Bake Off.”
Tamas Fuzer, European Marketing Director, Tate & Lyle Sugars said: “We are proud to announce Lyle’s Golden Syrup as joint broadcast sponsor of the beloved Great British Bake Off for 2017. As one of the nation’s favourite kitchen cupboard staples, we are very excited about the opportunity to join the celebration of the Great British baking obsession and look forward to all the thrills and spills of the forthcoming season.”