The campaign launches today across TV, radio, social media and in-store activation to raise awareness among men aged 25 to 44.
The TV ad by M&C Saatchi discusses the "man truths guide". It includes tips 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.
HP Sauce will also have its own feature on TalkSport Radio's weekend breakfast on 27 October. It will be presented by Mark Saggars and Mickey Quinn and run for two months.
The ad features the work of: Joe Miller, copywriter; Tristan Cornelius, art director; Mark Goodwin, creative director; and Ulf Johansson, director. The production company was Smith & Jones.
Lucy Clark, senior brand manager for HP Sauce, said: "As this is the first HP TV advert in five years, we wanted to implement a high impact multi-media campaign around it that’s packed full of attitude and grabs the attention of younger male consumers. We think that consumers will relate to the advert and will be reminded that HP Sauce is the perfect condiment to enjoy in a bacon sandwich."
HP’s last TV ad by Beattie McGuinness Bungay in 2007 featured a man dreaming of a bacon, egg and HP sandwich, who wakes up to find his girlfriend eating one.