We introduced America to Colman’s Mustard the iconic British brand by creating a campaign based on the Millennial consumer insight that food should be a fun experience reinforced by the brand’s key differentiator – that Colman’s goes beyond spicy to downright hot. 

Our objective was to increase U.S. sales with an emphasis on dry mustard.  

While my incredibly witty copywriter and design team came up with the campaign theme headline, I spearheaded the effort to embrace our hot mess truly and fully. The photoshoot theme was hot mess, the perfect finished plate in the center, but revealing the hot mess all around adding a quirky personality to the photography. As we moved into video we pushed the messiness even further. I led a design team to push the limits on the tour design, while highlighting appetite appeal but still embracing the attitude.