HP Sauce returns to TV screens

HP Sauce is targeting sport-loving, younger male consumers with its first TV campaign in five years that attempts to define what ‘modern manliness’ means.


The M&C Saatchi spot launches today (15 October) featuring a humorous take on a series of ‘man truths’ that guide behaviour, such as ‘a man should be able to fix anything with duct tape’ and ‘no hair cut is worth more than five pounds’. The final scene shows a young man eating a bacon sandwich to show that he must never eat it without HP Sauce.

The HP spokesman featured in the commercial will front the campaign, which will also extend to in-store promotions and digital activity such as videos and outtakes from the TV shoot.

Additionally, Heinz is partnering with Talksport to launch ‘HP’s Give that Man a Bacon Roll’ at the end of the month, a branded feature on weekday mornings where the best sportsmen from the previous week will be awarded.

The company says the campaign aims to target males consumers who do not traditionally use the brand by focusing on “what modern manliness means – a love of sport, mastering DIY and of course, HP Sauce.” The brand has targeted older males in its previous marketing campaigns.

Lucy Clark, senior brand manager for HP Sauce, says: “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.” 

Heinz is to follow-up the HP Sauce campaign with a major advertising push for its Lea & Perrins sauce after the business admitted that it has neglected both brands in the past.

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