WAYNE, NJ: French's mustard is planning a $500,000 PR campaign to revitalize its core brand.PR efforts, which are being overseen by French's long-time agency, Bender, Hammerling Group, include a Mustard Man and Woman contest, event sponsorships, and special events at Yankee Stadium, where French's is the official mustard.
The campaign will focus on new packaging and a new top on French's mustard bottles.
The PR efforts are part of a $20 million integrated marketing campaign by French's makers Reckitt Benckiser. Ad spending will be $8 million.
Bender already has started with a media relations push to publicize the new top and bottle shape, said Stacey Bender, head of the agency. The firm is working on securing a Today show appearance as well.
A contest to find new actors and actresses to dress as French's Mustard Man and Mustard Woman for appearances around the US is also in the works, with winners to be announced in August.
French's plans to create Mustard Men for all its flavors. "He's got tremendous personality,
Kate Shevack, VP of marketing for Reckitt Benckiser's food division, said of the character.
French's is the leading mustard sold in the US with 30% of the $300 million market.