Mustard and grilling go hand in hand. Your favorite meats just aren’t the same without that yellow squiggle on them. But over the years, the condiment aisle has become crowded. There are so many options that the French’s brand was getting lost. How do you stand out and encourage trial in a jam-packed category? You leave the category altogether, and create something perfect for a hot summer day.


Enter Mustard Beer. For National Mustard Day, we teamed up with Oskar Blues to create the drink of the season. The brew was made with French’s Classic Yellow Mustard and tasty fruit purees.


We developed French’s Mustard Beer pre-COVID. When the Pandemic limited our ability to launch at stadiums and giant events, we stood up an e-commerce solution overnight.
The beer was available nationwide on Craftshack.com, so you could get it shipped straight to your door in over 41 states. For the homebrewers out there, we got them in on the action with an official homebrew recipe.


The result? Mustard Beer totally sold out online in 22 minutes flat, while generating 2 billion earned impressions, including 23 million social impressions and coverage in over 900 media outlets. Perhaps the best compliment came from Jill Pratt, McCormick CMO, in an interview with Brand Innovators, “2 billion earned impressions, that’s several million dollars in media for a program that cost a couple hundred thousand dollars to execute.


We’ll cheer to that.
Featured in Thrillist, Paste Magazine, Adweek, The Takeout, Delish, Popsugar, The Tonight Show with Jimmy Fallon and many, many more.
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