Lea & Perrins has redesigned the labels on its bottles and launched a £700,000 ad campaign which claims that 'A Dash Makes all the Difference'.
The new labels, created by Core Design, are intended to help the Worecestershire sauce brand stand out better on supermarket shelves.
To coincide with the new look, M&C Saatchi has created an ad campaign that encourages consumers to add a splash of Lea & Perrins to their favourite recipes such as lasagne, chilli con carne and spaghetti bolognese.
"Our objective is to put Lea & Perrins at the forefront of people’s minds when thinking about their evening meal," said Carrie Hindmarsh, joint CEO at M&C Saatchi.
Ads will be running outdoor and in railway stations and consumer print titles. There will also be in-store activity.