Maille Mustard
Maille came to us with a business problem: How could they communicate their 275-year-old beloved French brand to a novel U.S. audience and increase grocery velocity?
We started with a strategy: To position Maille mustard as an indispensable ingredient in American kitchens far beyond its use as a condiment. Then we went on the road.
METHOD
Strategy / Strategic Planning
Media & Tastemaker Trip
Media & Influencer Outreach
Communications Consulting & Advisory
4.7X MORE
IMPRESSIONS PER $
compared to paid campaigns
300% INCREASE
IN CONTENT
compared to paid campaigns
154,200,000
IMPRESSIONS
across the campaign
DAILY REQUESTS FROM
TASTEMAKERS
to join future trips & represent Maille
We brought food ambassadors and media to Dijon, France—birthplace of Maille, birthplace of mustard—to tell a new Maille story and transform its perception among American audiences and grocery buyers. The trip delivered ample storytelling opportunities that communicated Maille’s history and quality, while amassing meaningful buzz, securing next-gen brand ambassadors, and giving Maille future content for paid and organic media. Engagement increased and grocery sales grew on this side of the Atlantic.
Photography by: Thibault Carpentier
