e success of its ‘Sauce of Manliness’ campaign, HP Sauce is launching a brand new series of ‘manly’ radio adverts, aiming to drive frequency of sales and increase consumption of its brown sauce.The new campaign will feature tongue-in-cheek messaging to remind consumers that the flavour of HP Sauce is well paired with a range of manly host foods such as Sausages and Mash, Steak and Chips and Fry-ups.
The radio campaign will first air on selected radio stations, such as Heart FM, Capital and Absolute Radio, from April 7th, running for 16 weeks, and is delivered by the voice of the HP Man.
The advertising highlights how HP Sauce can transform meals, such as adding that extra ‘bang’ to bangers & mash or making a pie, a cham-pie-on.
By evolving the ‘Sauce of Manliness’ campaign, the new radio adverts aim to drive penetration and awareness of the brand amongst key purchasers, as well as amongst the pre-existing core demographic of younger male consumers aged 28 to 44 years.
HP Sauce hopes to do this by increasing the frequency of its messaging to its target market via continued radio advertising.
Shane Shortman, senior brand manager for HP Sauce, said:
“With the new Sauce of Manliness radio advertising campaign, we wanted to grab the attention of not just young men, but also key purchasers who do the weekly shop, with a radio advert that really ‘speaks’ to them.
“The advertising will remind consumers that HP Sauce is the ultimate sauce of manliness and the perfect condiment to enjoy with a range of new host foods, such as Steak and Chips.
“By continually engaging with consumers via the new HP Sauce radio adverts, we aim to increase sales and consumer loyalty in a new target market.”
The HP Sauce radio advertising campaign will also be supported with in-store activity such as trolley media and host food stickering along with 400 JCDecaux digital boards running throughout April and May.
