As a clever PR stunt, Lyle’s Golden Syrup officially renamed Phipp Street to ‘Flip Street’ for Shrove Tuesday – Pancake Day.

To mark this momentous occasion and pay homage to the beloved pancake, over 2,500 freshly flipped pancakes were handed out for free throughout the day on Flip Street, in the heart of East London. Bear Jam was on hand to cover the event. Our editor meanwhile, was in a coffee shop round the corner editing the footage throughout the event. By the time the last pancake was served a first draft was viewed by the client and the video was seeded out to the media the same day. How’s that for a flip?

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