The French’s MustSwitch
How do you get people to make the healthier switch to mustard as their go-to sandwich condiment of choice, instead of mayonnaise?
By teaming up with an award-winning chef and giving it to the them for the small price of pledging a jar of mayonnaise.
We teamed up with Top Chef Judge, Tom Colicchio, to create a limited edition gourmet sandwich that highlights the top sandwich condiment, mustard. Through a pop-up activation in NYC, people could get the MustSwitch by trading in their jar of mayonnaise or pledging to make mustard their go-to condiment of choice as payment.
For those not in NYC, they could take the pledge online and get the MustSwitch shipped to them for free through Craft NYC, Tom Colicchio’s flagship restaurant.
The Switch
Results
SOLD 675,000 MORE FRENCH’S BOTTLES IN THE SAME TIME FRAME VS 2019
47 MILLION SOCIAL IMPRESSIONS
SOLD OUT IN 6 HOURS
312 MILLION EARNED MEDIA IMPRESSIONS
2022 Atlanta ADDYs - 1 Gold, 2 Silver, 2 Bronze: Art Direction - Campaign | Gold, Announcement - Single Unit | Silver, Single Event | Silver, Campaign | Bronze
Content
Pop-up Event
Packaging
AD: Erick Holmquist
Design: Hannah West, Spencer Linton
GCD: Hannah Oates Williams