Young and Rubicam has unveiled the first TV work in three years for HP
Foods’ famous Lea and Perrins Worcestershire Sauce brand.
The new campaign, which breaks this week and is backed by a pounds 1.1
million spend, will appear only on TV.
It aims to position the brand as the integral ingredient in easy-to-
prepare everyday chicken dishes.
Two 30-second executions give sample recipes unique to Lea and Perrins:
one for New Orleans glazed chicken and the other for Shanghai chicken
stir fry. Each is presented by a local cook - Karen from New Orleans and
Winnie from Hong Kong - who demonstrates the ease with which the recipes
can be prepared.
The dishes are also detailed on Teletext and on the back of
Worcestershire Sauce bottles. Media planning and buying are through TMD
Andrew Marsden, the marketing director of HP Foods, said: ‘This is a
very important campaign for us in extending the usage of such a familiar
but sometimes misunderstood brand. We know from research that easy-to-
make mid-week dishes are very motivating for people. What they don’t
realise is what a difference Lea and Perrins can make to such a variety
of recipes and that its use is not restricted to red meat.’
Recipes using chicken have increased in popularity over the past couple
of years, fuelled recently by the BSE scare. The association with
chicken also helps Lea and Perrins to branch out from its traditional
heartland of stews and casseroles.
The ads were written by Dave Henderson, art directed by Sam Hurford and
directed by Simon Levene at Rose Hackney Barber.