Atlanta-based Fitzco, reacquired from Interpublic last year by founder Dave Fitzgerald, has retained Frenchโ€™s and added Cholula hot sauce in a competitive advertising review prompted by McCormick & Companyโ€™s late-2020 addition of Cholula to its product portfolio.โ€ฏ 

Fitzco has handled brand strategy and creative for the Frenchโ€™s mustard brand since 2018, producing brand TV, digital video and radio as well as unconventional creative solutions including Frenchโ€™s mustard ice cream in partnership with Coolhaus and Frenchโ€™s mustard beer with Oskar Blues Brewery. 

โ€œFitzcoโ€™s work was a home run. For both Frenchโ€™s, a brand they know intimately, and Cholula, a beloved brand weโ€™ve just acquired, their insights and ideasโ€ฏcaptured the spirit of each brand in unique and highly relevant ways.โ€ said Jill Pratt, McCormick & Companyโ€™s Chief Marketing Excellence Officer.โ€ฏ 

โ€œWeโ€™ve been able to do truly transformational work for Frenchโ€™s over the last few years,โ€ said Ryan Boblett, Fitzcoโ€™s Head of Creative. โ€œBuilding on that creative momentum and extending it to Cholula is an opportunity we donโ€™t take for granted.โ€ 

โ€œIn partnership with terrific clients at McCormick, weโ€™ve reinvigorated a 117-year old mustard brand,โ€ said Fitzgerald. โ€œCholula is another great opportunity that deserves the same tight partnership and care. We canโ€™t wait.โ€โ€ฏ 

 

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