HP Sauce 'HP Sauce of manliness' by M&C Saatchi

HP Sauce has released it first TV ad in five years with a tongue-in-cheek campaign that targets men.

The spot, by M&C Saatchi, contains tips for men such as "never, ever strike up a conversation about anything other than sport during sport" and introduces the "manwich" – bacon sandwiches made with HP Sauce.

The campaign spans TV, radio, social media and in-store activation to raise awareness of the product among men aged 25 to 44. HP Sauce will also have its own feature on talkSPORT’s weekend breakfast show on 27 October.

The work was written by Joe Miller, art directed by Tristan Cornelius and directed by Ulf Johansson through Smith and Jones.