This iconic condiment needed help engaging a new generation, and getting them to reappraise this tangy sauce’s culinary potential beyond the bacon butty. So, how did we go about breaking HP free from breakfast? With an unexpected collaboration.
We partnered with seafood specialists, Wright Brothers, to create a range of 10 delicious high-end dishes which showcased how HP can be the perfect pairing for all kinds of cuisines – even oysters. We served our HP oysters, and more, up to influencers, journalists and foodies at a launch event at Wright Brothers Battersea, shouted about them on social, and put them on the Wright Brothers menu for everyone to try. Even taking over their pound a pop promotion with the HP happy hour!
The collaboration made quite the splash – far exceeding the KPI of 50M media impressions, with 90.2 million impressions and counting! This campaign took HP Sauce from the breakfast table to the oyster bar, created a truly unique culinary experience and got the nation talking – reminding everyone that HP truly is a Sauce of Greatness.
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