Atlanta-based Fitzco, reacquired from Interpublic last year by founder Dave Fitzgerald, has retained Frenchโs and added Cholula hot sauce in a competitive advertising review prompted by McCormick & Companyโs late-2020 addition of Cholula to its product portfolio.โฏ
Fitzco has handled brand strategy and creative for the Frenchโs mustard brand since 2018, producing brand TV, digital video and radio as well as unconventional creative solutions including Frenchโs mustard ice cream in partnership with Coolhaus and Frenchโs mustard beer with Oskar Blues Brewery.
โFitzcoโs work was a home run. For both Frenchโs, a brand they know intimately, and Cholula, a beloved brand weโve just acquired, their insights and ideasโฏcaptured the spirit of each brand in unique and highly relevant ways.โ said Jill Pratt, McCormick & Companyโs Chief Marketing Excellence Officer.โฏ
โWeโve been able to do truly transformational work for Frenchโs over the last few years,โ said Ryan Boblett, Fitzcoโs Head of Creative. โBuilding on that creative momentum and extending it to Cholula is an opportunity we donโt take for granted.โ
โIn partnership with terrific clients at McCormick, weโve reinvigorated a 117-year old mustard brand,โ said Fitzgerald. โCholula is another great opportunity that deserves the same tight partnership and care. We canโt wait.โโฏ
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