HP Sauce has launched a new tongue-in-cheek multi-media campaign created by M&C Saatchi - including a fresh TV advert, radio sponsorship with talkSPORT, social media and in-store activation - to drive penetration and awareness of the brand among younger male consumers, aged 25 to 44 years. The TV advert is the first one in over five years for the brand.
Targeting male consumers who don’t traditionally use HP Sauce, the advert demonstrates that the sauce can play an important role in their lives by bringing simple joy to man time.
The TV advert is a humorous take on the universally recognised unwritten ‘man truths’ that guide behaviour, such as ‘he must never, ever strike up a conversation about anything other than sport, during sport.’ Communicating the message that HP is ‘a sauce of manliness’, the final scene features a young man enjoying a bacon sandwich to show that the big, bold flavour of HP Sauce makes a sandwich a ‘manwich.’
In addition, HP Sauce will be featured on talkSPORT Radio’s Weekend Sports Breakfast show, which covers news and commentary on sports news. Going live on 27th October, the feature will air for two months on weekend mornings presented by Mark Saggars and Mickey Quinn, who will award the best sportsmen from the previous week.
Lucy Clark, Senior Brand Manager for HP Sauce, comments: “As this is the first HP TV advert in five years, we wanted to implement a high impact multi-media campaign around it that’s packed full of attitude and grabs the attention of younger male consumers, reminding them that the big, bold flavour of HP Sauce is the ultimate sauce of manliness for a bacon sandwich.
“We think that consumers will relate to the advert and will be reminded that HP Sauce is the perfect condiment to enjoy in a bacon sandwich.”
To champion these ‘man rules’, the HP Spokesman featured in the TV advert will be the ‘face’ of the integrated HP Sauce campaign, which will be supported with in-store point of sale and digital activity, such as videos and outtakes from the TV advert shoot.