Coverage of the popular BBC quiz show University Challenge could lead to the creation of more jobs at the Worcestershire Sauce factory.
The progress of Worcester College, Oxford, to the semi-finals of this year's competition was followed avidly by readers of internationally reknowned news site TheSpoof.
When the coverage made reference to Worcestershire Sauce, EIF News & Features, one of the agencies covering the contest, received hundreds of letters discussing metaphors and allusions which should be used in connection with the city.
The correspondence continued even after Worcester were defeated in the semis by Manchester.
"It created a great deal of interest in all things Worcester," said a spokesman for the British League of Sauce Manufacturers.
"Of course Worcestershire sauce is now the only thing associated with the city still made there as, sadly, the Royal Worcester porcelain factory is gone."
With people lapping up the sauce, owners have announced an increase in production with possibility of more jobs.
"Thank you TheSpoof and EIF," the spokesman added. "This is great news for British sauce."