We celebrated the rich flavours of Christmas and appealed to consumers' enthusiasm for the revival of the traditional art of baking by inviting them to Bake, Eat and Be Merry.

A plump, holly-topped pudding, crackers galore and seasonal copy with recipes back of pack make the invitation irresistible. A shiny, silver sixpence adds a warm, festive nostalgia and careful crafting of the fine scripting and filigree detail guarantees brand recognition and premium character. No detail is overlooked - even the QR code is gift-wrapped to add the final touch of wit and charm. Our endearingly collectible tin was unveiled in Selfridge's 'Gingerbread Lost London' Christmas window as part of a spectacular, edible display by Bompass & Parr, the Biscuiteers and Tate & Lyle.

The idea had sufficient charm to convince the famous London store Selfridge's to dedicate its largest Christmas window display to Lyle's Golden Syrup.

We also created a one-off gold engraved version of the tin, which was displayed at Selfridge's and sold at auction for £650.