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 shoppersthat 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.
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