Assignment: Bring French’s Mustard to breakfast
Task: Creative Direction
Company: Fitzco
Results: Over a billion impressions, sold out in under 1 minute. Some hardware to follow:
Atlanta Addy’s / Gold (7x)
Regional Addy’s / Gold (6x)
Reggie Awards / Gold (2x)
Webby’s/ Best Viral PR campaign / Honoree
ADC / Finalist (2x)
Shorty’s / Gold & Silver, Finalist
Yeah, you read that right. We made a mustard doughnut. Everyone knows French’s goes great with tailgates, BBQs and ballparks. The iconic yellow mustard has been a staple ingredient in two out of three daily meals. Even the biggest mustard fans have preconceived notions about when and how the condiment should be used. French’s is not a product typically associated with breakfast dishes. We wanted to shake up that idea.
We partnered with one of the hottest bakeries in the Big Apple, Dough Doughnuts, to design a breakfast treat in honor of National Mustard Day. The finished masterpiece was a brioche-style doughnut dipped in a glaze made from French’s® Classic Yellow mustard, then sprinkled with a mustard cake crumble on top. We gave away free Mustard Donuts in person to New Yorkers and online to mustard fans nationwide.
Our Mustard Donuts proved there’s a HUGE appetite for French’s—no matter what time you serve it. Our online ordering opened at 8:00 a.m. and was sold out before 8:01 a.m. Consumers also gobbled up the promotional content we created, garnering more than a billion impressions across social and traditional media.
