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French's
French's Mustard Ice Cream
RAN IN: United States
CLIENT
McCormick & Company
Alia Kemet, Creative & Digital Strategy Senior Director
Laurie Harrsen, Sr. Director, Public Relations & Consumer Communications
Marni Kokorus, North American Creative Campaigns
Kendra Ferguson, Sr. Manager, Consumer Communications
Shelby Silver, Senior Social Media Manager
AGENCY
Vaughn Allen, VP, Strategy Director
Stephanie Hanley, SVP, Group Account Director
Sherman Winfield, VP, Creative Director
Bryce Burton, Editor
James Beikmohamadi, VP, Creative Director
Katie McAlister, Sr. Project Manager
Hannah Oates Williams, Creative Director
Hannah West, Jr. Designer
Erika Tribble, Sr. Producer
Michelle Li, Social Strategist
Sophie Wolf, Account Supervisor
Jocelyn Naide, Assistant Account Manager
Sunshine Sachs
Janell Mallios, Vice President
Melanie Blum, Account Director
Coolhaus
Bianca Castagnaro, Activation + Events Manager
SUMMARY
With Mustard Ice Cream, French’s Classic Yellow proved we could reinvigorate an old, familiar brand and commoditizing category on a shoestring budget. We did it by aiming squarely at earned media impressions, not just in social but across editorial media. The trick was choosing our moment, staying true to what we are, and bringing our flavor to life in an unexpected way that couldn’t be ignored by consumers or media gatekeepers.
CASE VIDEO
Hero Medium: PR
Medium Featured On Video: BRANDED CONTENT,EVENTS,GUERILLA,INTERACTIVE/ONLINE,MOBILE/TABLET,PACKAGING,PR,SAMPLING,SOCIAL MEDIA
Audience: Adults 25-54
Objectives: Increase sales, volume
Type: Business to Consumer
Language: English
