Brand invests in through-the-line Autumn baking campaign

Lyle’s Golden Syrup today announces the launch of Celebrity Frightened Chef, a Halloween-themed cooking show featuring Zoe Salmon, ex-Blue Peter presenter and star of BBC Celebrity Masterchef.

The unique cookery show, set in the most haunted house in the UK, is part of a wider 360 Autumn baking campaign encompassing PR, in-store and branding activity that aims to broaden the brand’s appeal to a wider market including younger bakers.

Celebrity Frightened Chef, which airs today at documents Zoe Salmon struggling to cook seasonal recipes with unexplained noises and apparitions appearing around her.

Today’s announcement follows the launch of the limited edition Black Treacle tin, Trick or Treacle’ – designed for Halloween – which hit shelves at the beginning of October. The limited edition rebrand is set to appeal to a younger audience, rejuvenate the brand and educate consumers on how to incorporate Lyle’s syrups into their cooking and baking in inspiring ways.

Elpida Gailani from Lyle’s Golden Syrup comments: “The seasonal recipes that Zoe presents in our three part cookery show are designed to inspire families to get baking and making over the winter period using the unique taste of Lyle’s Golden Syrup and Lyle’s Black Treacle. We have an exciting year ahead and our Limited Edition treacle tin certainly kick-started a new era of Lyle’s. We are confident that this product – and our new cookery show – will attract a new, younger audience and will make Lyle’s a kitchen cupboard essential.”

Lyle’s Trick Or Treacle is available in Sainsbury’s, Tesco, Morrison’s, Asda and Waitrose stores nationwide with prices starting from 88p per tin (454g) with additional value offers available at individual retailers.

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