Dive Summary:
- In anticipation of the start of grilling season, two eminent mustard brands on the U.S. market, French's and Grey Poupon, are launching marketing campaigns aimed at mothers and upscale consumers, respectively.
- On Monday, French's, the leading mustard brand in the U.S., will kick off its "National Truth" advertising campaign to hype the lack of artificial ingredients in its product; for example, one of its ads reads: "Don't eat anything your grandma wouldn't recognize."
- 16 years after its last marketing campaign, Grey Poupon launched a new TV spot (see below) during this year's Academy Awards that advertises its mustard as a superior product; the spot is a sequel of sorts to Grey Poupon's well-known "Pardon Me" commercial and has currently received over 1.3 million views online.
From the article:
"Grey Poupon and French's mustard are not known for their shiny advertising campaigns -- after all, these are condiments we're talking about. But the brands are now using new tactics to increase their consumer bases.
While each mustard is a very different brand (not to mention that Grey Poupon is a Dijon mustard and French's is primarily known for its classic yellow mustard), the timing of the campaigns isn't coincidental -- March is the unofficial launch of grilling season. And with hot dogs and hamburgers, you can always find mustard. ..."
