HP Sauce is an iconic staple of most British homes. But, although HP Sauce is loved by the Brits, many Australians have little or no understanding of what it is, what it tastes like, how you use it, or even what ‘HP’ actually stands for. From faded stars like Leo Sayer to such blights on civilisation as hooliganism, Britain has been responsible for sending us more than their fair share of crap over the years. And there’s nothing Aussies love more than poking fun at ‘the poms’, just as they taunt us for our convict past. Based on that insight, what if we poked fun at the worst of Britain only to end up with a nod to Britain’s best? To position HP Sauce as ‘The Best Thing to Come Out of Britain Since Forever’ we created a humorous booklet celebrating ‘The Best of Britain’, as seen from the eyes of Australians. Booklets were distributed targeting places where HP Sauce is sold or served, as a condiment to stimulate conversation and trial.
HP Best of Britain was awarded 2 Silvers and 3 Bronzes at the MADC Awards 2012.