HP Foods has appointed Cohn and Wolfe to spice up consumer and trade
public relations for its key brands HP and Daddies Sauce.
The contract was won last week following a four way pitch which included
HP Foods’ former PR firm Biss Lancaster, whose contract finished at the
end of last year.
Cohn and Wolfe’s brief will cover the market leading classic spicy HP
Sauce and its barbecue, chilli and curry variants, Daddies Sauce and
Daddies Tomato Ketchup.
HP Foods marketing director Andrew Marsden said the consultancy will
exploit HP Sauce’s ‘cult’ status by targeting a youth audience.
The brief complements HP Food’s marketing drive, launched last year, to
re-position HP Sauce as an accompaniment for the teenage favourite -
Daddies Sauce and Tomato Ketchup will be aimed at an older family
According to Marsden the PR drive will be part of an integrated
campaign. Cohn and Wolfe will meet HP Foods’ advertising agency,
promotional consultant and media buyer every quarter to create a brand
‘We have a very strategic view about PR, it’s not an add on,’ said
HP Foods, owned by the French food group Danone, will continue to use
the food PR specialist Culter Communications to handle its Lea & Perrins
HP Sauce claims 43 per cent of the brown sauce market with Daddies
holding a 20 per cent stake.