Our challenge was to position French’s® Mustard and Frank’s Redhot® at the forefront of the emerging Americana trend in the UK. But we needed to differentiate the brands from other emerging American food brands on the market. So instead of associating them with something food related, we launched a campaign around the reknowned American sporting event, the Super Bowl.
We created a strategic, organic and paid social media campaign across Facebook, Twitter and Instagram to position French’s Mustard and Frank’s RedHot as the go to American sauces for all Super Bowl snacks. From buffalo chicken waffles to cheeseburger dips, we produced specific content to engage our audience, including images, recipes and videos. The performance of each piece of content was analysed daily to ensure we maximised the audience reach and avoided missing any opportunities to engage with consumers.
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