Everyone knows French’s goes great with tailgates, BBQs and ballparks.
But how do you convince people that mustard is just as delicious when it’s part of a balanced breakfast?
You go nuts with donuts.
We partnered with one of the hottest bakeries in the Big Apple, Dough Doughnuts, to design a perfect circle of fluffy, tangy goodness in honor of National Mustard Day. The finished masterpiece was a brioche-style doughnut dipped in a glaze made from French’s Classic Yellow mustard, then sprinkled with a mustard cake crumble on top. (If that last sentence got you drooling, it’s okay—we get it.)
To help folks remember to set their alarm clocks for Mustard Day, we sent mailers with branded yellow bathrobes, coffee mugs and a pair of Mustard Donuts to press and invited them to get the word out in advance of August 6th. Then, we invited influencers to an in-person taste test of our tangy treat at Dough’s flagship location in the Flatiron district of NYC. We even catered breakfast for some of the top morning shows to make sure they started Mustard Day the right way.
Once Mustard Day finally arrived, we gave five Dough locations the full French’s treatment and gave away free Mustard Donuts in-store and online until they were gone—which was scary fast. Our online supply sold out in literally seconds, and our in-store doughnuts were gone before New Yorkers had a chance to order their afternoon cup of coffee.
All in, our Mustard Donuts activation earned more than 1.2 billion impressions across social and press and a 3.2% lift in mustard sales YoY. Not a bad way to cap off another successful Mustard Day.