Lea & Perrins Worcestershire Sauce: Adding A Little Magic

Lea & Perrins was an old and loved brand but it was seen as out of touch with modern eating habits. Objective: to increase and broaden its usage in cooking. Media: National press followed by TV (test areas). Evaluation: usage increased in both frequent and infrequent users. Repertoire was broadened. Evidence suggests increased consumption of the product was due to the advertising