Colman’s ‘Re-Centres Focus’ on Core Mustard Product in New Campaign

Colman’s is heroing its core mustard product in its latest TV and print campaign to tie in with a new brand repositioning.

Launching on 12 September the ads show scenarios where mustard fans ‘overdo it’ with a generous serving of the condiment. Aimed at a core older male audience, the campaign runs with the line ‘Easy does it’ in a tongue in cheek warning to go easy on the hot mustard.

The launch initiates the start of a new era for the brand which is re-centring the focus on its core product, to highlight the distinct kick in Colman’s mustard.

Joanna Watson, brand manager for Colman’s at Unilever UK, commented: “Our new campaign dramatises, in 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 all-time 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.

Source: The Drum

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