The fully integrated campaign comes as HP Sauce is revealed as the official sponsor of 'The Brown Ball' snooker Masters tournament, taking place at Wembley Exhibition Centre from February 13-20.
The sports event is to be televised by BBC Sport and EuroSport and is the first time in the history of snooker that an individual ball has been sponsored.
The advertising, which breaks on Saturday February 12, is being backed by a heavyweight national TV and print campaign and is being supported with in-store activity and PR.
The idea behind the campaign is "celebrating the fact that HP Sauce is at the very heart of British values". The strapline places HP Sauce as the "Official Sauce of Great Britain".
The TV spot sees four different scenarios celebrating typically British scenes: four white van workers eating during their lunch break; glamorous footballer's wives mingling at a soiree eating nibbles and dips; wedding guests having a punch-up next to the buffet; and girls at the end of a hen night smothering their chips with, of course, a dollop of HP Sauce.
Mick Mahoney, executive creative director, at Mustoes, said: "HP sauce is a wonderfully iconic British brand that people have a genuine affection for. And it's this feeling we've tried to capture."
The TV work was written by Mick Mahoney, with Rob Saunders from Amarillo Films directing. Press copy was written by Mick Mahoney, with art direction by Pete Gately and photography by Steve Lazarides. Media strategy was developed by Brand Connection and implemented by Carat.
Regarding the sponsorship deal, Graham White, marketing director of HP Sauce, said: "Not only does it capture the slightly quirky British humour that so typifies snooker lovers and HP sauce users alike, but it also shows an honesty and unpretentiousness by sponsoring those 'unsponsorable' great moments in everyday British life."
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