A Sauce of Conversation

Client: Camden Town Brewery

For Camden Town Brewery, W Communications courageously called upon the OG condiment brand HP to brew up a cross generational collaboration that went on to smash social barriers and sales records too.

Through a clever combination of ingredients, reworked iconography and seemingly divided audiences, our highly targeted and fully integrated ‘Sauce of Conversation’ campaign crucially engrossed those outside the M25 and those over the age of 35. When ‘last orders’ was finally called, not only had had our work secured blanket national coverage and generated unprecedented social heat, but it had also created a huge 68% uptick in new Camden customers over the age of 55 with 84% of all sales coming from outside of Camden’s consumer heartland, London.