Y&R focuses on taste sensation in pounds 3m HP Sauce ads

Young & Rubicam is replacing the current HP Sauce campaign in mid-run next week with a new pounds 3 million-plus offensive inspired by the product’s unique taste.

Young & Rubicam is replacing the current HP Sauce campaign in

mid-run next week with a new pounds 3 million-plus offensive inspired by

the product’s unique taste.



Two 30-second TV commercials feature characters whose daredevil

lifestyles mirror the intensity of HP Sauce. Each execution ends with

the line, ’Have you got the bottle for it?’.



The first ad features a Russian Mig fighter pilot, recounting tales of

airborne dog-fights, who concedes that since experiencing the HP Sauce

’sensation’ he’s been unable to fly. The second film features a female

firefighter.



Y&R’s campaign follows on from an existing one, which has been

portraying the sauce as the perfect partner for chips for two years. Two

ads with this theme were refreshed as recently as two months ago.



Miriam Jordan-Keane, a group account director at Y&R, described the new

campaign as totally different. She added: ’It’s very synergistic to the

existing ads. We’re still saying HP Sauce is great with chips but we’re

adding a new layer. The strategy is to focus on the unique taste

experience and remind everyone just how good it is. People have

described it as having a different taste to any other table-sauce; one

which is very intense.’



The films were created at Y&R by the art director, Martin Davey, and the

copywriter, Ben Carey. They were directed by Julian Griffiths through

Woof.



TMD Carat is buying media for the national campaign, which will be

carried on all terrestrial and satellite TV networks.



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