French's to boost brand awareness in UK with Phipps

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

LONDON: French's Food Company, a Reckitt Benckiser brand, has appointed Phipps to handle consumer campaigns for French's Mustard and Frank's RedHot in the UK.

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

The agency's goal is to broaden brand awareness of French's Mustard through 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 in the buffalo-wing-sauce category.

“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,” said Phipps associate director Liz Lock

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

This story originally appeared on the website of PRWeek UK.

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