Mustoe Merriman Herring Levy is launching its first TV work for HP
Sauce since landing the pounds 6.5 million business in November last
The 30-second commercial, which breaks on Easter Monday, takes a
tongue-in-cheek approach to convey the idea that HP Sauce completes the
perfect bacon sandwich.
The spot opens on three men in an abandoned warehouse - one of whom,
strung upside down, evidently knows something the others want to
His torturers, however, eschew the more usual methods of persuasion and
opt to make a bacon sandwich right under his nose.
The final torture comes when a dollop of HP Sauce is added to complete
the sarnie, whereupon the prisoner succumbs and offers to tell all.
The endline is: ’HP Sauce makes a bacon sandwich.’
’This provides a role for the host food,’ James Stileman, account
director on HP Foods at Mustoe Merriman, said. ’A bacon sandwich and HP
Sauce is the ideal marriage.’
The ad is a result of research commissioned by HP which showed that
while 65 per cent of homes eat bacon more than once a week, 90 per cent
do so without any accompaniment.
The ad was written and art directed by John Merriman and directed by
Andy Lambert through Spectre. Media planning and buying is handled by
HP Foods - part of the Danone Group - appointed Mustoe Merriman to the
HP account after a three-way pitch last year. The previous incumbent,
Young & Rubicam, had held the business for five years, most recently
producing ads which featured a fighter pilot and a firewoman showing how
powerful an experience eating HP can be.
The HP Sauce brief is becoming increasingly tough as sales of
accompaniments decline and consumers take a less traditional attitude to