HP Sauce sets out to appeal to males with new ‘manliness’ ads

HP Sauce has unveiled a push to promote the brand to a male audience, including its first TV ad in five years.

The campaign by M&C Saatchi, which will also include radio sponsorship with TalkSPORT from 27 October, social media and in-store activity, focusses on ‘man truths’.

Lucy Clark, senior brand manager, said: “As this is the first HP TV advert in five years, we wanted to implement a high-impact multimedia campaign around it that’s packed full of attitude and grabs the attention of younger male consumers, reminding them that the big, bold flavour of HP Sauce is the ultimate sauce of manliness for a bacon sandwich.”

The HP spokesman featured in the ad will be the face of the campaign, which aims to appeal to men between the ages of 25 and 44.

Carrie Hindmarsh, CEO at M&C Saatchi, added: “At last, after a five year absence, HP is back with a brand new campaign – to reveal the simple, unvarnished truth about modern men. This ad neatly sums up what modern manliness means – a love of sport, mastering DIY and of course, HP Sauce.”

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