After acquiring Frank's® RedHot® and French's® Classic Yellow Mustard®, McCormick & Company aimed to reintroduce these American favourites to the UK market. The objective was to position the brands as an essential pairing for American-style dining within the UK hospitality sector - specifically focusing on Quick Serve Restaurants (QSR).
The main challenge was to build brand awareness and elevate Frank’s® RedHot® and French’s® Classic Yellow Mustard® as the ultimate duo for American-inspired QSR establishments. This required a campaign that emphasised their complementary appeal, whilst specifically talking to audiences in the Quick Service Restaurant (QSR) market and independent foodservice outlets.
As part of an integrated campaign, we launched a new website and organised and shot new photography to present Frank’s® RedHot® and French’s® Classic Yellow Mustard® as a dynamic duo. This was supported by both printed and digital media, emphasising each product’s versatility as a staple for QSR (Quick Service Restaurant) menus. We strategically targeted QSR media and hosted events in key locations like London, Leeds, Manchester, and Liverpool, chosen for their high density of takeaways, delis, cafés, and restaurants. To engage independent foodservice outlets, we distributed promotional packs containing a case of Frank’s RedHot, a case of French’s Classic Yellow Mustard, a promotional leaflet, and a booklet with recipe and menu ideas. The event successfully reached 1,387 businesses in total, and overall the campaign activity resulted in media and sponsorship opportunities to see of over 500,000 and a PR OTS of almost 420,000.
