• D&AD Awards 2018
    Extended Deadline 28 Feb
  • Extended Deadline
  • 28 February
Enter now
  • Loading…

Middle Age / Boy / Granddad

Award: Wood Pencil

Wood Pencil / Photography / Poster Advertising / 2010

HP Sauce may be part of the social fabric of Britain, but it still faces competition in the supermarket. HP fans are loyal to the brand in principle, but when assailed by massive competition, they often give in to heavy price promotion at the shelf. Tasked to increase sales and justify the price difference HP’s quality demands, our message was, ‘Why ruin their favourite meals?’ Posters were positioned outside supermarkets to remind shoppers that not staying true to the definitive brown sauce would ruin meals for themselves and other household members. The reaction of family members was dramatised to underline the perils of failing to choose HP.

Want more access to D&AD?

Join D&AD as a Free Member and you’ll be able to view winning work, enter the Awards, download New Blood briefs and get access to even more articles and videos.

Join for free I’m already a member

Are you credited on this winning entry?

There's a Pencil with your name on it. Drop us your details for further information about how you can order your Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.

Please don't check this box.

We have placed cookies on your computer to help make this website better.
You can change your cookie settings at any time. Otherwise, we'll assume you're OK to continue.

Don't show this message again