HP Foods

We helped HP exploit Spanish chefs' appreciation of Lea & Perrins Worcester Sauce.

The issue

HP Foods’ traditional approach of running generic LPWS promotions across multiple worldwide markets has led to some unpredictable results. Increase in sales has tended to be restricted to the promotional period only, with no long term impact on baseline sales. In addition, the ‘one size fits all’ global tactic can lack customer focus. A concept which works successfully in the Asian market may fall flat in Europe.

What we did

HP Foods came to FFB Spain to help devise an LPWS promotion aimed specifically at multiple European markets and targeted at women between 25-45 adventurous enough to try new types of cuisine and flavours. FFB Spain’s research revealed that the group with which L&P sauce enjoyed its highest levels of awareness and reputation was restaurant chefs. This gave us the focus we needed: we decided to bring L&P sauce out of the chef’s kitchen and onto the restaurant table. But which restaurants?
We pinpointed Madrid’s well-established and successful Da Nicola restaurants as the prefect platform. They specialise in classic, yet innovative Italian food, and attract a clientele that includes a considerable number of women in the target age group of 25-45.

The promotion had three strands:

• Each restaurant table displayed a communication convoy, which included anL&P bottle, an L&P usage list, and the key campaign message: Da Nicola chefs trust L&P sauce and use it frequently, so try it at home.
• An innovative recipe with L&P sauce, developed by Da Nicola chefs and changed every week..
• Da Nicola maître d’s were fully briefed, enabling them to confidently recommend L&P, to serve it on request and to answer any questions.

The result

Da Nicola served an estimated 90,000 meals during the eight week promotion. Each client stayed for an average of 90 minutes in the restaurant, sharing their table with L&P.
This experience will forge a strong link in the consumer’s mind: if Da Nicola can trust L&P, so can they.