Lea & Perrins Brand Manager: Q&A

Lea & Perrins has launched a new sauce, Lea & Perrins Thick Classic Worcestershire Sauce. The timing is great. Summer’s about here, people are firing up their BBQ grills and outdoor picnics are being planned.

Worcestershire sauce is a competitive market and one way the company hopes to gain attention for the new product is with the “wRAP” video contest, where people can submit videos of them rapping about the new sauce for a chance to win $5,000.

Rick Gray, brand manager for Lea & Perrins talks about the marketing plan.

PROMO: Worcestershire sauce is a crowded category, why launch a new product now?
GRAY: While Original Lea & Perrins adds a great flavor to many recipes and marinades, it’s a little too thin for those times when you want to use it as a topping or dip once the meat is off the grill and on your plate. New Lea & Perrins Thick Classic Worcestershire Sauce brings the bold flavor and distinctive blend of spices you expect from Lea & Perrins in a thicker sauce that’s perfect for dipping and topping. With grilling season around the corner, people are looking for new ways to amplify the flavor of their grilling fare.

PROMO: What is the history behind the wrapped packaging on the new product?
GRAY: Lea & Perrins first started exporting Worcestershire sauce around the world by boat in the mid-1850s. The lengthy and often rough sea voyages caused some of the bottles to break. The practice of wrapping each bottle in a paper wrap was devised to protect the bottles and prevent breakage. While wrapping bottles is no longer technically necessary, the custom has endured.

PROMO: Where will the product be distributed?
GRAY: The sauce will be distributed nationally in grocery chains and select national retail outlets.

PROMO: In addition to the “That’s A wRAP” video contest, what other marketing are you conducting for the new sauce?
GRAY: Print advertising will run during the summer season in a variety of food and women’s magazines. In addition, in-store coupons and floor graphics will drive awareness and trial in over 7,000 grocery locations from May through July. Sample pouches will be bundled with Original Lea & Perrins Worcestershire throughout the summer. Free Standing Inserts in Sunday newspapers, as well as an enhanced Web site will also support the launch with coupons, in addition to a robust public relations plan and customer co-marketing.

PROMO: What is your favorite way to use one of the Lea & Perrins sauces?
GRAY: Now, for the first time, I can marinate a great steak or the ultimate burger with Lea & Perrins Original Worcestershire, grill it to perfection, and then dip and top with Lea & Perrins Thick Classic!