Mustoe Merriman Levy has created a £3 million national
television campaign for Lea & Perrins Worcestershire Sauce. The TV
spots, which break this week, show how the product can be used in
everyday meals and attempt to attract a younger audience.
The first features a group of lads playing Scalectrix while their host
rustles up a quick snack. He knocks a bottle of Lea & Perrins off the
shelf and it splatters all over the cheese on toast he has prepared. To
his surprise, his friends love the taste.
The second spot shows a young woman and her friends preparing for a
dinner party. While she flirts with a male guest the woman accidentally
splashes Lea & Perrins instead of wine into the Bolognese sauce she is
However, her friends are delighted with the resulting sauce's taste.
The strapline for the campaign is: "Lea & Perrins - how did you discover
it?" It aims to encourage people to try the sauce in commonplace
Jo Ford, the account director at Mustoe, said: "These ads are quite
different from anything the brand has done before - they're both young
The fantastic performances of both low-key characters should really
appeal to our audience while reminding them not only when they should
use Lea & Perrins, but what a dramatic difference you can make to the
taste of a dish without any effort at all."
The ads were art directed by Lee Hanson and the copywriter was Mark
The director was Lucy Blacksted of Brave Films. Media was planned by MBS
and brought through Carat International.