HP Sauce targets lapsed female shoppers

by Alex Donohue, Brand Republic 05-Apr-07, 15:00

LONDON - HP Sauce is to launch a nationwide mailer to promote Heinz's "The Sauce of Weekend Pleasure" campaign, created by EHS Brann Cirencester.

The campaign begins this month and markets the HP Sauce brand as "an essential part of a cooked breakfast" at the weekend.

The mailings will target young women shoppers who have lapsed from buying HP Sauce in recent years, or who have switched to a rival brand -- particularly generic supermarket versions. The pack will include a sachet of HP Sauce and a money-off voucher to entice recipients.

Polly Buckland, principle planner at EHS Brann Cirencester, said: "The door drop pack with the sample sauce sachet will drive familiarity and repeat purchase, mounting a challenge to own label varieties."

Heinz added that males were traditionally the primary consumers of HP Sauce, but women were often the main food shoppers in a household.

Paul Harvey, marketing manager at HP Sauce, said: "This activity targets recently lapsed users by re-engaging the key female homemaker audience to reaffirm its iconic status and grow its market share."

Comments

King TuT - 06/04/2007

Our whole family and friends boycott all Heinz products due to their closure of HP sauce factory in Birmingham, no advertising will ever get our family to buy their products ever again. We hope this wastes them more money.