HP Sauce is launching a new tongue-in-cheek multimedia campaign to drive sales among male shoppers.

The push, which includes a new TV ad - the brand’s first in five years - radio sponsorship with TalkSPORT, social media and in-store activity is pitched at male consumers aged 25 to 44 years who don’t traditionally use HP Sauce.

Airing on Monday, the ad offers a humorous take on unwritten ‘man truths’ and communicates the message that HP is ‘a sauce of manliness’ with the final scene featuring a young man enjoying a bacon sandwich. The HP spokesman featured in the ad will be the ‘face’ of the campaign, which will be supported with in-store point of sale and digital activity, such as videos and outtakes from the TV shoot.

HP Sauce sponsorship will also feature on TalkSPORT Radio’s weekend sports breakfast slot from 27 October.

“As this is the first HP TV advert in five years, we wanted to implement a high-impact multimedia 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”, said senior brand manager Lucy Clark.

Click here to view the ads: www.youtube.com/HPSauceUK

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