SUPERBRANDS ANNUAL 2015
HP SAUCE
Brand History
hpsauce.co.uk
HP is the original brown
sauce. Since its creation in
1899 it has set the standard
for quality. Everyone’s
favourite, this legendary and
uniquely distinctive sauce is
the result of dedication to
sourcing the highest quality
ingredients and a closely
guarded, secret recipe.
28 MILLION
BOTTLES OF HP SAUCE ARE
CONSUMED IN A YEAR
STACKED UP, THEY WOULD BE THE SAME HEIGHT AS
6,189 HOUSES OF PARLIAMENT
Market
The brown sauce category is the fourth
largest in the UK, worth an estimated
£41 million (Source: Nielsen Data to 8th
November 2014). HP sauce remains the
key influencer within this category with a
78 per cent value share.
Product
The core HP Sauce range consists of the
iconic 255g glass bottle, as well as larger
285g and 425g sizes, and 450g and 600g
plastic bottles. HP also has a reduced salt
and sugar version, which is available in a
450g plastic bottle.
awards including two IPM awards in 2013
for Food and Charity Partnership Marketing
and a Marketing Agencies Association Best
in the World Award for Best Consumer
Product (Food) in 2014.
Recent Developments
HP Sauce teamed up with Movember, the
men’s health charity, for a fourth year running
to show its support for the initiative. This year
HP offered one ‘Mo Bro’ the chance to have
their image printed on two million limited
edition bottles to be sold in 2015.
To launch this year’s campaign HP Sauce
sold specially branded Movember bottles,
complete with the campaign’s signature
There is also a Fruity version of HP sauce,
moustache and a sketch of last year’s
which was launched in 1969 and a range of
‘International Man of Movember’
BBQ sauces including Classic, Honey
– Tom Rickard. Social media
and Spicy.
DID
played a big supporting role
?
Achievements
YOU KNOW
in the campaign where
f
HP Sauce’s most recent
r ‘Houses o
HP called on ‘Mo Bros’
HP stands fo rumoured the
achievements have been
; it was
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to post pictures of their
st
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used in its
through its consumer
sauce was f the 20th century.
moustaches onto the HP
o
campaigns – including its
at the turn has featured the
el
b
Sauce Facebook page. A
la
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H
e
Th
partnership with the men’s
rliament
Houses of Pa s ever
winner
was selected weekly
health charity, Movember. HP has
on its bottle
and
then
entered
into a public
since.
supported the initiative for the past
vote to find HP’s ultimate Man of
four years and has won a number of
1899
The original HP Sauce recipe is
developed by Frederick Gibson
Garton, a grocer from Nottingham.
1903
HP Sauce is first launched.
1969
The new HP Fruity is launched.
2005
Heinz buys HP Sauce.
2011
HP Sauce’s partnership with
Movember begins.
2012
The ‘It Makes a Sandwich a
Manwich’ campaign launches.
Movember 2014. The winning picture
‘Sauce of Manliness’ campaign where
will be drawn up and the winner’s
the strapline ‘Makes a Sandwich a
DID
face and ‘Mo’ will appear on HP
Manwich’ was used for the first
?
YOU KNOW
sauce bottles in 2015. The ‘HP
time. As part of this campaign,
time the HP
ly
n
o
e
Th
e
Man of Movember’ will also
HP invested in TV advertising,
featured th
label hasn’t iament was
receive £500 to go towards his
championing the principles a
rl
Pa
f
Houses o
rand’s
b
e
th
fundraising account.
Man
should live and dine by. It
g
n
ri
du
Movember
was
also
through this advert that
This was supported by a radio
campaign.
HP Sauce introduced the ‘HP man’,
campaign, initially to drive
who embodied the brand.
participation in Movember, and then
to encourage ‘Mo Bros’ along the way.
This campaign has since evolved with a
talkSPORT partnership introducing the
Promotion
strapline ‘Give that Man a Bacon Roll’
HP is known for its unique, bold flavour,
where sports people were rewarded for
which has helped it remain the key
heroic accolades during the previous
influencer in the brown sauce category.
week. A radio campaign has also been
In 2012 HP Sauce saw the launch of the
launched focusing on what a difference
HP makes to key foods, with taglines such
as ‘Add a Bang To Your Bangers’ and
‘Make a Pie a Champ Pie On’.
IT MAKES A SANDWICH
A MANWICH
A S AU C E O F M A N L I N E S S
f ac e b o o k .c o m / h p s au c e u k
Alongside this, 2011 saw HP’s first
partnership with Movember, with the
brand removing their iconic House of
Parliament image on all their bottles for
the first time in history. The brand also
set weekly challenges on the brand’s
Facebook page encouraging men to grow
their ‘Mo’, support ‘Mo Runs’ and reward
participants with bacon sandwiches. 2014
saw HP sauce return to radio, supporting
Movember, with a campaign titled ‘Pay
Him a Condiment with HP sauce’. The
series of ads looks to encourage men
to participate in Movember whilst also
asking their partners to recognise their
moustache-growing efforts by offering
them food with HP sauce.
The 2014 campaign also offered
the ultimate money-can’t-buy prize
of offering one lucky ‘Mo Bro’ the
opportunity to get their face and ‘Mo’ on
over two million of the following year’s
limited edition Movember bottles.
HP HAS A HUGE
FOLLOWING ON
FACEBOOK WITH
NEARLY
200,000
LIKES
Brand Values
HP Sauce is bold, down to earth and is proud to deliver a unique taste. HP is committed
to continuing its leading position within the brown sauce category and ensuring
consumers receive the best-quality product while still communicating the brand’s
tongue-in-cheek personality.
superbrands.uk.com
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30/01/2015 13:32