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

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

“Fitzco’s work was a home run. For both French’s, a brand they know intimately, and Cholula, a beloved brand we’ve just acquired, their insights and ideas captured the spirit of each brand in unique and highly relevant ways.” said Jill Pratt, McCormick & Company’s Chief Marketing Excellence Officer.  

“We’ve been able to do truly transformational work for French’s over the last few years,” said Ryan Boblett, Fitzco’s Head of Creative. “Building on that creative momentum and extending it to Cholula is an opportunity we don’t take for granted.” 

“In partnership with terrific clients at McCormick, we’ve reinvigorated a 117-year old mustard brand,” said Fitzgerald. “Cholula is another great opportunity that deserves the same tight partnership and care. We can’t wait.”  


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