strategy

French’s

Feed The Flavor

The Situation

French’s 100-year-old claim to the mustard category was under threat by a new mustard launch from condiment category giant Heinz.

What We Did

We helped French’s strategically position themselves to appeal to changing millennial tastes and developed a highly effective media mix to efficiently reach them.

Result

KWG’s plan generated 4x more media weight per dollar spent vs. Heinz, ensuring French’s position as America’s mustard.

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