Colman’s launches campaign to reinforce strength of its mustard

Colman’s has turned up the heat on a new media campaign to highlight the strength of its mustard.

Launching this week, the ‘tongue-in-cheek’ campaign will include out-of-home advertising in prominent positions as well as social activity. The campaign creatives are designed to resonate with shoppers by tapping into typical New Year trends such as cold weather and signing up for a gym. It features straplines such as ‘who needs central heating?’ and ‘January detox? Just sweat it out’.

It follows on from the brand’s recent Easy Does It campaign, which playfully demonstrated the heat of Colman’s mustard.

Joanna Watson, Colman’s brand manager for Unilever UK, said: “The campaign is designed to continue to bring the brand’s unique personality to life with more British tongue-in-cheek humour to capture our audience whilst also communicating the heat of Colman’s mustard.

“This time, we are playing on typical British themes that arise in the New Year to bring some fun to what can be considered as a dreary month.”

The adverts have been produced in collaboration with Adam&eveDDB, the creative agency that worked with Colman’s on its Easy Does It campaign in September.