Mustard brand Colman’s has launched a new TV and print campaign to tie-in with its new brand positioning, and highlight the strength of Colman’s mustard.
As part of the campaign, TV adverts will go live this week showcasing scenarios where mustard fans unexpectedly overdo it with a generous serving of Colman’s. One shows a father cooling his face in a paddling pool to escape the heat kick of Colman’s, and another shows a man frantically pouring an ice bucket of champagne over his head.
The advert then reveals Colman’s mustard as the culprit, accompanied with the tongue-in-cheek campaign line “easy does it”.
The campaign heralds the start of a new era for the brand, which is re-centring the focus on its core product to highlight the distinct heat of Colman’s mustard.
Colman’s brand manager Joanna Watson said: “Our new campaign dramatises, in a very British tongue-in-cheek manner, the benefit of adding a dollop of Colman’s to your food, bringing to life how nothing packs a punch quite like the heat of Colman’s English mustard. Colman’s mustard enlivens British favourites such as the ham sandwich, which is eaten 1.7 billion times a year, as well as sausages and beef.”
An out-of-home print campaign will accompany the TV ad, with posters drawing attention to the strength of the mustard.
Unilever partnered up with creative agency Adam&EveDDB to produce the adverts.
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