French's mustard shows its US roots to stem backlash

WAYNE, NJ: French's mustard has turned to its PR agency - Bender Hammerling Group (BHG) - to get the word out that its brand is all-American.

WAYNE, NJ: French's mustard has turned to its PR agency - Bender Hammerling Group (BHG) - to get the word out that its brand is all-American.

Afraid of suffering from the anti-French sentiment permeating much of the US, the mustard company and its agency say they have been put in a position where they must proactively communicate the facts about the brand, which is named after its founder, Robert French.

Last week, the firm issued a press release outlining French's American roots. BHG followed up by aggressively pitching various outlets. Ellyn Small, VP for the agency, described the media as being "responsive" to the initiative. For instance, an NBC morning program in Philadelphia requested a French's representative to appear on the show to discuss the potential boycott of the brand.

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