HP Sauce has unveiled its first 360 campaign in more than a decade, turning the spotlight on independent cafés in South Wales and the communities they serve.

The new campaign, Proudly Served, launched this week and celebrates the longstanding relationship between the iconic brown sauce brand and the traditional cafés that have kept its unmistakable bottle on tables for generations.

At the heart of the campaign are three independent South Wales venues: Metchy’s Cafe, Wyndham Cafeteria and Kardomah Cafe. Owners and regular customers from each location feature across out-of-home advertising, radio, PR and social media activity.

Billboards have been rolled out across Wales, from Cardiff to Swansea, showing real customers enjoying breakfasts and bacon sandwiches, alongside the café owners themselves. The creative is designed to capture the warmth, familiarity and community spirit that define these venues.

Carrie Aspinall, manager of Wyndham Café in Cardiff, said: “Cafés like Wyndham Café are all about the people who walk through the door every day. You get to know your regulars, their orders, and sometimes even their stories.

“HP Sauce has always been a staple on our tables, especially with a full breakfast or a bacon sandwich. To be recognised as part of this campaign celebrating independent caffs means a lot to us and to the community that supports us.”

Marcus Luporini, owner of Kardomah Café in Swansea, added: “The Kardomah has been part of the local community for generations, so it’s lovely to see that side of café culture celebrated.

“A good meal brings people together, whether it’s families, workers starting their day or friends catching up over tea. HP Sauce has always been a classic pairing with a fry-up, so we’re delighted to be part of a campaign that shines a light on independent cafés like ours.”

The campaign will run until Sunday 26 July, with radio ads further showcasing the featured cafés and the role they play in local life. On social media, HP has also partnered with UK food influencer James Dmitri, who will help bring the story of the cafés to a wider audience.

Aditi Hilgers, taste elevation and masterbrand director at Kraft Heinz, said: “For more than 120 years, HP Sauce has been part of the fabric of café culture. Places like Metchy’s Cafe, Wyndham Cafeteria and Kardomah Cafe aren’t just somewhere to grab a bite to eat, they’re at the heart of their communities.

“Proudly Served is our way of recognising that, celebrating the cafés that have served HP Sauce day in, day out, and the people who make them so special.

“The Proudly Served spirit is especially strong in South Wales, and we’re excited about the opportunity to bring this celebration of independent cafés and their communities to audiences across the UK in future campaigns.”

The campaign was developed by The Kitchen, Kraft Heinz’s in-house creative and production agency, with media handled by Carat, social by The Mind Collective and earned activity by Wonderland.

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