A survey of 5,000 shoppers awarded HP sauce the title of the food product with the biggest “emotional connection” for Brits.
This is all a little ironic considering that in 2006 HP switched its production from Aston to the Netherlands. One hundred and twenty five jobs were lost in the local area and a further piece of irony is that this all came a few weeks after HP launched its “save the British cafe” campaign. However, it seems the famous label of the Houses of Parliament on the bottle has overridden any potential long term damage to the brand's reputation.
Marmite, love it or hate it, came second with the top 10 also including brands such as Ribena, Jaffa Cakes, Schweppes, Ben & Jerry’s and Cadbury’s Dairy Milk.
The Advertising agency Leo Burnett explained that Brits had “brand empathy” towards HP sauce.
“Popular brands have a DNA which, if decoded, can be identified, replicated and accelerated,” he said
"Affinity is measured by customer responses such as trust, having an emotional connection, brand empathy and appreciation of quality.”
Nottingham is the birthplace of the famous sauce. It was created in 1895, and contains a mix of dates, spices, and malt vinegar. The brand was taken over by the Heinz Company in 2005 and currently holds 74 per cent of the brown sauce retail market.
The marketing boss for Heinz Europe, added: “The Heinz brand has meaning beyond the product.” We know that our brand has a strong consumer reputation which we continue to build on.”