Beattie McGuinness Bungay (BMB) has teamed with West End musical Monty Python’s Spamalot to produce a limited edition HP Sauce bottle as part of the brand’s biggest marketing push.
The agency is also believed to be in talks with the musical to "product place" HP Sauce within the show.
The £4m drive, which includes a £1.6m TV ad campaign, showcases the new strapline "The sauce of weekend pleasure". It is designed to give HP Sauce a more contemporary positioning and broaden its appeal.
The initiative is also believed to be aimed at making HP Sauce appealing to Americans through the Monty Python tie-up. The Heinz-owned brand is supporting the campaign with a national door-drop campaign.
Department store Selfridges will exclusively sell the Spamalot packaging variant from this weekend. Only 1,075 bottles have been produced.
Vizeum has carried out media activity, which is geared around the back end of the week, to support its "weekend" positioning.
BMB continues to work with HP Sauce despite losing its place on the Heinz roster last year. Incumbents WCRS and Leo Burnett were also dropped in favour of McCann Erickson, which won the bulk of Heinz’s £12m ad business in November last year.
BMB created a limited edition Paul Smith HP Sauce Bottle in September 2005 as part of department store Harrod’s "Truly British" season.
According to Heinz, HP Sauce has a 71% share of the £42m brown sauce market.