History Will Be Kind (HWBK) has partnered with Maille Australia to put mustard back on the map following a global mustard seed shortage.
The digital marketing campaign spans influencer, social, content, paid and performance, aims to increase awareness for the brand and re-establish Maille as Australia’s go-to premium mustard.
'It’s My Maille', a social-first creative platform, encourages Australians across the nation to enjoy Maille in their own way, with personal flair – whether that’s through the creation of sumptuous gourmet spreads, or throw-it-all-in everyday meals.
As part of this chef Manu Feildel has been engaged as Maille’s official ambassador, sharing inspirational French-Australian recipes across the summer season, while Andy Cooks, Brendan Pang, Morgan Hipworth, and From Scratch with Bob have bolstered the brand’s roster of creative talent.
Unilever International head of marketing Nabomita Bagchi said early results have already exceeded expectations, achieving unprecedented success for the brand in Australia.
"To date, the campaign has reached over 11 million people on Meta, making it Maille’s most successful social campaign to date, while the brand’s newly launched TikTok channel has already hit 2.5 million in reach," Bagchi said.
"We’re excited to be working with HWBK to fuel Maille’s growth in Australia, trialing new platforms and engaging food lovers in fresh, innovative ways. With the success we’ve already seen, this marks a major step forward for the brand."
Monde Nissin national account manager Ken Michail said Maille mustard sales have grown strongly year on year with the current Maille Masterbrand campaign driving this further.
"Our work with HWBK has played a pivotal role in fueling consumer awareness, engagement and bottom-line impact," Michail said.
"Tapping into culture, community and channel specific insights, the campaign is delivering in spades and already unlocking new opportunities for the brand in market – a phenomenal result in such a short period."
History Will Be Kind social and content lead Laura Carroll said Maille is the agency's of our longest standing clients, having worked with the team for 8+ years across a range of different projects – from social always on to high production content and recipe development, retail partnerships, and paid media.
"It’s amazing to have the opportunity to re-engage and re-ignite the love for this iconic brand following an international mustard seed shortage, and we could not be more proud to be making history with them," Carroll said.
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