French’s Mustard reminds us of the power of crazy.


When it comes to branding, standing out is tougher than it ever has been.

Compared to a decade ago, there are many more brands doing more things to differentiate and stand out in the market. The challenge for brand managers, owners and marketers is to come-up with an idea that is strategically aligned, engages with their audience and stands out from the crowd. But not just one idea, but a sustained campaign of ideas – and then another for next year.

French’s Mustard have done just that with their latest brand campaign to celebrate National Mustard Day (of course that’s a thing!) in the U.S. Taking a popular approach of creative collaborations, French’s are teaming-up with LA ice cream and cookie brand Coolhaus – but here’s where it jumps outside the square – to create a limited release of mustard ice cream.


If you believe their own press, ‘this limited-run flavor might sound crazy, it doesn’t just taste good, it tastes damn good’. However, focusing on whether the ice cream is going to be edible or not misses the point. This bold and cheeky gesture is all about standing out. Whilst their competitors are ‘zigging’ their campaigns around hot dogs, French’s have ‘zagged’ into clear space with mustard ice cream. The PR and brand buzz strategy behind the campaign is reinforced by it only being available in one West Coast location and from one East Coast food truck.

We say; “Nice one French’s – but you can keep the ice cream thanks all the same.”

coolhaus-mustard ice-cream-truck

Dave Ansett
David is the founder of Truly Deeply, a Melbourne branding agency with 25 years experience working with brands to position them for growth. His deep expertise is in the creation of high engagement brands that attract the attention of their audience and stand out from their competitors. David has extensive experience working with corporate, retail, food & beverage and entrepreneurial clients. Find out more here
For monthly updates of our thinking, click here to receive our free Brand Newsletter

Post a comment

Tags: , , , , , , , , , , ,