As a heritage French brand, Maille mustard needed to infiltrate the Kiwi pantry – and not just at Christmas time. We helped Maille to create an integrated campaign that would inspire Maille mustard use all year round.
THE CHALLENGE
The primary goal of our 2024 campaign was to drive wide scale awareness of Maille Mustard to support sales and take market share in the mustard category. We know that once you try Maille, it’s so delicious, you can’t go back to white label mustard. A key factor in achieving this goal was therefore enabling wide scale sampling and product education. At its heart, we needed to ensure consumers were able to taste Maille in recipe solutions to inspire them, outside of the traditional roast ham pairing at Christmas.
THE SOLUTION
In partnership with Visa Wellington On a Plate, the largest multi-day festival in Aotearoa, we collaborated with four local Wellington restaurants to create “Maille Sunday Kai” during the month of August (a play on words with Maille pronounced as ‘My’). The four events were a French gastronomy take on a classic Kiwi ‘Sunday Roast’, to drive awareness and encourage consumption of Maille in recipes outside of Christmas. Each event required the restaurants to create their own Sunday roast, with Maille featured in the main dish, dessert & cocktail.
Alongside this, social content was created to promote the events, across Maille owned content and influencer activity. We engaged prominent Wellington chef Shaun Clouston to create a five-part Maille Sunday Kai ‘at-home’ series, showcasing premium Maille inspired meals for home cooks. Supermarket sampling also ran concurrently with the Wellington On A Plate activity, with 50 samplings nationwide to further drive sales of Maille in store.
OUTCOME
- The total campaign reach across activation, sampling, and social content was over 135,000 unique individuals.
- Maille Sunday Kai events & instore sampling saw approximately 7,950 people trial Maille, with two of the four Maille Sunday Kai events completely booking out.
- We achieved an impressive 18% sales conversion from instore sampling.
- We saw 75 pieces of social content across the campaign, 45 of which was user-generated content from the Maille Sunday Kai events.
