Problem

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Colman’s mustard is an English kitchen staple, however with the condiment market being saturated with new flavours from around the world, Colman’s needs to re-establish itself in the marketplace and attract a younger demographic.

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Insight 

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In the 1920s, Colman’s launched the first integrated campaign of its kind with a fictitious club, The Mustard Club that Colman’s users could join and engage with. It was highly successful campaign with more than 500,000 members.

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Idea 

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Tying in with modern day trends of nostalgia and the “foodie” culture, Colman’s is re-establishing The Mustard Club for the modern day digital consumer. Reworking the past rules and teaser advertisements to suit the desires of consumers today. 

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[Created out with work]

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