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  • HP3

' Official Sauce of Great Britain '

Client: KraftHeinz
Brand: HP Brown Sauce

The challenge
HP sauce has a special place in the affections of British people albeit the taste is polarising. The problem was that the brand was forever associated with a type of cuisine that is from yesteryear – fried breakfasts, bacon sandwiches and old fashioned greasy spoons. This meant slow long term sales decline.

Audience insight
We set out to reclaim HP sauces place in the nations hearts by making the brand relevant to modern Britain by weaving the brand into those moments that really define Britain to ordinary British people.

We awarded ourselves the title ‘Official Sauce of Great Britain’ and showed how HP was always there in the defining British moments, making the brand the life and soul of Britain.

Best ever link test result for the brand. Penetration up 15% but even more importantly up 23% amongst the all important younger demographic 25-34 year olds. And sales increased 8%.
Then the brand owners Danone sold HP to Heinz who closed the Birmingham factory and moved manufacturing to France!!

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