French's to flaunt flavored mayo with celebrity-filled campaign

WAYNE, NJ: The maker of French's mustard is launching a major PR push to tout its new line of French's GourMayo flavored mayonnaise. Reckitt Benckiser, which makes French's, expects to spend "under $500,000" on the campaign, said Alex Fried, association brand manager.

WAYNE, NJ: The maker of French's mustard is launching a major PR push to tout its new line of French's GourMayo flavored mayonnaise. Reckitt Benckiser, which makes French's, expects to spend "under $500,000" on the campaign, said Alex Fried, association brand manager.

The company wants to position the products as trendy and glamorous. It's come up with three flavors - Chipotle Chili, Wasabi Horseradish, and Sun-Dried Tomato - that are popular in the food-service and restaurant businesses, Fried noted.

The PR tagline for the new products will be "Celebrity Food - Dress Up Your Food with French's GourMayo."

Bender Hammerling Group is handling PR for the new line. To help get media attention, the agency is planning to ask celebrities which flavors they enjoy and on what types of sandwiches, said principal Stacey Bender.

A celebrity sandwich contest will invite consumers to create their own sandwiches with the product. The winner will receive a trip to New York.

Bender also has plans for a media event on November 14 at the Institute of Culinary Education in New York to spotlight the new line. Editors unable to attend will be sent sandwiches named in their honor.

David Rosengarten, author of The Dean & Deluca Cookbook, will be a spokesperson for GourMayo.

Fried noted that the new line is being launched with PR. Advertising won't start until 2003.

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