McCormick & Company: French's mustard beer

French's, a food brand, launched a campaign in the US to best its 2019 National Mustard Day initiative's earned impressions to ensure that the brand continued to be highly relevant and drive sales.

Campaign details

Brand: McCormick & CompanyAgency: Fitzco

Campaign Summary

Early in the pandemic, we saw shifting consumer behaviors: CPG and alcohol sales were on the rise. But these increases were at risk as summer approached, with grilling among friends a likely victim of quarantine rules. This presented the perfect opportunity to bring the familiar flavor of French's Classic Yellow Mustard to another American classic – beer.

Marketing Context

French's first owned National Mustard Day in 2019 with the introduction of Mustard Ice Cream, a highly successful initiative that drew 1.2 billion earned impressions and increased both French's...

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