French’s Mustard Isn’t Just for Buns

French’s Mustard has rolled out a fully integrated marketing campaign that aims to reinvent the brand by providing consumers with new ways to use the condiment as a flavor enhancer of everyday meals. The $20 million campaign encompasses national TV advertising, French’s first-ever use of a spokeswoman, a social media plan, an updated website, recipes, a consumer contest, and promotional support including high-value coupons via FSIs.

Inspiration for the new usage strategy came from consumers who told French’s how they used the product in a variety of dishes,” explained said brand manager Joe Brooks. “We spent months working to uncover key consumer insights through focus groups and telephone interviews. We listened to how consumers experienced the brand. What we learned is that lots of moms already use a bit of French’s mustard as a quick, easy and delicious way to make family favorites like chili, macaroni and cheese, and chicken marinades taste even better.”

“As the leader in the mustard category, you need to listen to your consumers and strive to exceed their expectations year round,” said French’s Foods president Elliott Penner, referencing Nielsen data. “When our consumers think about French’s mustard, they know it to be a great-tasting and high-quality product. It is a family favorite associated with friends and great times. Now, we show them how to use French’s mustard in surprisingly new ways to make recipes and meals taste better. We are taking mustard beyond hot dogs, hamburgers and sandwiches.”

The new integrated advertising and marketing plan aligns with the previous “Happy Starts Here” campaign, which bolsters the brand’s association with good times among family and friends. A 30-second spot for national television and premium cable depicts a French’s Yellow Mustard bottle flying from a kitchen cupboard to offer a way to add flavor to a meal being prepared by a woman for her family. The new advertising will appear on national television and premium cable.

As well as the new collection of recipes, French’s updated site, www.frenchs.com, will offer meal-preparation tips, and an ongoing series of videos starring French’s spokeswoman, chef Jennifer Chandler, author of the cookbooks “Simply Salads” and “Simply Suppers” and mother of two.

French’s Foods is a division of Parsippany, N.J.-based Reckitt Benckiser Inc., whose other food offerings include Frank’s Redhot Cayenne Pepper Sauce, French’s French Fried Onions and French’s Worcestershire sauce.