French's Food Company to boost brand awareness with Phipps

French's Food Company, the Reckitt Benckiser (RB) food brand, has appointed Phipps to handle consumer campaigns for French's Mustard and Frank's RedHot in the UK.

French's Mustard: made by French's Food Company
French's Mustard: made by French's Food Company

Having triumphed in a four-way pitch, Phipps will begin working on year-long campaigns for both brands including digital and social media, event management and experiential campaigns, brand partnerships and traditional media relations.

The agency aims to broaden brand awareness of French’s Mustard around key "condiment moments" such as BBQs and Bonfire Night.

For hot sauce Frank’s RedHot, the agency will seek to grow brand awareness among 18- to 34-year-olds, maximizing the brand’s existing partnership with Domino’s and positioning it as a market leader within the buffalo wings sauce category.

Phipps associate director Liz Lock said: "The next 12 months will prove to be exciting times for these two brands as we implement a number of creative campaigns to drive conversation, engagement and considered trial."

French's Mustard is the number one mustard brand in the world according to market research firm Mintel.

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