Young and Rubicam has taken the unusual step of associating HP Sauce
with hangovers, in a one-off ad in the April issue of the men’s
While the brand is normally positioned as the ideal sauce for chips,
this three-page execution explores the effects the contents of the great
British breakfast have on a hangover, and how HP Sauce is the perfect
In what is claimed as a first in Loaded, the hangover execution will run
on the back of the magazine’s regular three-page pull-out poster.
Under the strapline, ‘The HP sauce guide to the morning after’, written
in a suitably bleary typeface, the ad features a breakfast table-top,
complete with a fry-up and assorted paraphernalia associated with the
breakfast binge. Each is flashed with helpful advice. The script
alongside the tomato reads: ‘Red, slimy and unpleasant. Just like your
eyes.’ The commentary on the table adds: ‘An item of stability in an
otherwise fluid world. Insert head here during moments of weakness.’
HP Foods’ marketing controller for table sauces, Ian Wilson, pointed to
the creative and close targeting opportunity presented by the Loaded
‘This was a great opportunity for us against an important target group
and one with which we could have some fun,’ he said.
The ad was written by Paul Catmur and art directed by Anita Davis. The
photographer was Oscar Paisley.