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Mustard Ice Cream

Award: Wood Pencil

Wood Pencil / Branding / Brand Activation / 2020

French’s invented yellow mustard 115 years ago. Since then, competitors have steadily stolen everything from its claims to the bottle design. And now, mustard is just mustard to the average consumer. After a storied history of putting the product on hamburgers and hot dogs, French’s introduced the world to an all-new use and occasion: ice cream. There were samplings of the new product in NYC and LA, and an at-home recipe for any and all to make themselves. In just a few days, the campaign garnered over 1 billion impressions, 400 million social impressions, and news coverage from every major outlet.

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