McCormick, the world’s largest spice manufacturer, needed their cornerstone brand to shake up the condiment category. We pitched a brand platform that not only transformed the way their consumers perceived the product, but pushed how it was ultimately used in the kitchen. “French’s: Not From France” drove curiosity, record sales and accolades simultaneously.
Mustard Ice Cream
The ask was simple: we need folks to use yellow mustard just one more time in summer. We recommended a new usage occasion.
Mustard Beer
After the success of Mustard Ice Cream, fans expected another cold one.
French’s Goes To Paris.
Testing showed that the majority of people thought French’s is French. To launch our brand platform “Not From France” that celebrated American cuisine, and our confusing name, we went to the only other place that felt us: Paris, Texas.