Industry & Business

Tate & Lyle Christmas tin taps into popularity of Great British Bake Off

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Tate & Lyle Christmas tin taps into popularity of Great British Bake Off

November 11
10:12 2013

Brand creative agency Design Bridge has produced a limited edition festive tin for Lyle’s Golden Syrup as part of a long-standing relationship with Tate & Lyle Sugars.

The latest tin includes a Christmas pudding, traditional sixpence, holly, crackers and filigree. It follows on from limited edition designs marking the Queen’s diamond jubilee and Halloween.

According to the agency, the design builds on the current spike in popularity of baking inspired by the likes of TV’s  Great British Bake Off. The words ‘bake, eat and be merry’ adorn the iconic arch.

The limited edition Lyle’s Christmas tin was unveiled recently as part of a Selfridge Christmas window display designed by Bompas & Parr and created by the Biscuiteers. The brief called for a design that celebrated Christmas without sacrificing the brand’s core qualities such as the iconic arch shape, classic lettering style and Victorian detailing.

Design Bridge ran an internal competition allowing its team to explore different creative ideas. The strongest concepts where worked on with Lyle to hit on the final design.

Design Bridge creative director Asa Cook said: “We wanted to create something truly collectable that shoppers would want to keep, reuse and display.”

Lyle’s Golden Syrup senior brand manager Elpida Gailani added: “This limited edition tin, rich in its vibrancy and premium design, will deliver fantastic on-shelf standout during the festive season.”

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