Lea & Perrins has launched a new design for the printed labels on its Worcestershire sauce.
The brand has unveiled a £700,000 advertising campaign aimed at encouraging people to add a splash of the flavoured liquid to dishes including lasagne and spaghetti bolognese.
Entitled 'A Dash Makes all the Difference', the ads will be seen in supermarket magazines, at train stations and various other locations.
"Our objective is to put Lea & Perrins at the forefront of people's minds when thinking about their evening meal," Carrie Hindmarsh from M&C Saatchi, which created the campaign, told The Drum.
The printed labels will now feature black writing on an orange background.
Any brand relaunching or redesigning a product could benefit from offering incentives for shoppers to buy it.
These could include Fix-a-Form labels containing vouchers, token collections for prizes or recipe ideas.
Hamelin Paperbrands recently did this with its Black n' Red Casebound notebooks, Packaging Europe reported.
Denny Bros Ltd, 04 November 2011
