Lyle’s Golden Syrup has recruited baking duo the Fabulous Baker Brothers to front a new campaign aimed at reigniting the nation’s love affair with pancakes.
The Save Our Pancakes push kicks off this week following a study by Lyle’s that found the British pancake was “in real danger of dying out”. Some 50% of consumers planned to shun Pancake Day this year, claimed the brand.
“It is such a shame to see the British tradition of Pancake Day declining in the UK, with our research revealing that 17% of Brits feel that it has become an overrated celebration,” said senior brand manager Elpida Gailani. “We hope the campaign will reinforce just how quick and easy pancakes are to make and encourage families to sit down together this Pancake Day.”
The number of people celebrating Shrove Tuesday has fallen by 25% compared with 10 years ago, with a quarter of Brits admitting that they had no idea how to make a batter from scratch, the study revealed. In addition, one in 10 people said they had never made a pancake.