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Reckitt Benckiser’s French’s Mustard mixes family-friendly, feel-good themes with a value message in an integrated, multimedia push touting the brand’s namesake condiment.
The program includes in-store displays, heavy promotional support, including high-value coupons, as well as TV advertising, a revamped Web site, recipe development and a consumer contest.
Havas’ Euro RSCG in New York is French’s lead creative agency; sibling MPG handles buying chores. The client routinely spends about $10 million annually in domestic major measured media, per Nielsen (excluding online initiatives).
Ads introduce the tagline, “Happy starts here,” and the overall push is designed to lead consumers to associate French’s Mustard “with good times with family and friends,” said Elliott Penner, client president.
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