Mustoe Merriman lands HP account

Mustoe Merriman Herring Levy has won HP Foods’ pounds 6.5 million advertising account after a pitch against Partners BDDH and Banks Hoggins O’Shea.

Mustoe Merriman Herring Levy has won HP Foods’ pounds 6.5 million

advertising account after a pitch against Partners BDDH and Banks

Hoggins O’Shea.



The task includes advertising for brands such as the famous HP Brown

Sauce, Lea & Perrins Worcestershire Sauce, Daddies Sauces and the Amoy

Chinese food range.



HP put its account up for review after the incumbent, Young & Rubicam,

won pounds 150 million of business from its parent company, Danone. The

client said the rethink was a ’rebalancing of agencies’.



Mustoe Merriman’s appointment marks the first time HP has moved off

roster for its advertising.



Media buying, which is handled by Carat, is understood to be

unaffected.



The challenge facing HP is to halt the fall in sales brought about by a

decline in the traditional ’meat and two veg’ meal in the UK. It has

tried a number of different advertising routes to address the problem

during its five-year spell with Y&R.



The most innovative of these was a one-off ad which positioned HP Sauce

as a good cure for hangovers in the lads’ magazine, Loaded.



More recently Y&R has been running humorous ads featuring a fighter

pilot and a firewoman demonstrating how powerful an experience eating HP

Sauce can be, using the endline: ’Have you got the bottle for it?’



The company has dealt with a similar problem on Lea & Perrins by

repositioning it as a tasty addition to snacks.



No-one at either Mustoe Merriman or HP Foods was available to comment as

Campaign went to press.



Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus