Lea & Perrins brings drama to revitalise brand

Hong Kong - Lea & Perrins has launched a series of mini-dramas aimed at refreshing the brand and educating consumers on the broader use of its worcestershire sauce targeting modern housewives.

The campaign featuring three TV spots is aimed to educate consumers that the Lea & Perrins sauce is more than just a dipping condiment but could be used to marinate, cook and spice up cocktails.

The executions is based on the theme of a tasty relationship to demonstrate how complementary Lea & Perrins is with other ingredients.

Connie Lo, ECD for Leo Burnett Hong Kong, said the target audience is fond of watching cooking classes but it would be difficult to summarise the whole recipie in a 30 second ad.

"So we decided to turn up the drama, personify the ingredients and spice it all up with the formulaic cheesiness of typical soap opera subplots", she added.

The campaign, which will run until May, is supported by illustrated cartoon strips in print and marketing in-store.

Leo Burnett developed creatives while Carat handled media buying and planning for the campaign.