• My basket
    Quantity
    Price
  • Your Shopping Basket is empty.

Total — £ (ex. VAT)

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.

  • Middle Age / Boy / Granddad
  • Middle Age / Boy / Granddad
  • Middle Age / Boy / Granddad

Are you credited on this winning entry?

If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD 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