The UK’s leading English mustard brand, Colman’s[1], has launched a limited-edition design on its Squeezy 150g bottle to accompany its new ‘Hot and English’ ATL marketing campaign. The ‘Banging on Bangers’ pack is part of a £2m investment for the brand and the campaign is live now across social media, radio and digital audio, supported by in-store POS and sampling in Tesco, Sainsbury’s and Asda.
While English mustard makes up 43% value share of the UK’s total mustard category[2], few consumers realise how much hotter it is compared to its French, Dijon, American, and Wholegrain counterparts. The ‘Hot and English’ campaign aims to remind existing Colman’s shoppers of the brand’s famously fiery flavour that secures its place on kitchen tables, as well as target a younger generation unfamiliar with the bold flavours of English mustard.
The limited-edition provides an enticing incentive for loyal customers to try the convenient format with the fun new label, while the smaller bottle aims to encourage trial amongst potential new shoppers. With 10.9m fiery flavour seekers in the UK[3], Colman’s is aiming to engage this audience with its traditionally hot condiment and drive growth within the sauces and condiments category.
The 30 second radio ad, will coincide with eye-catching in-store displays, including aisle fins and sampling stations being activated, to create high impact visibility for Colman’s during the campaign.
RRP*
Colman’s Original English Squeezy Mustard 150g – £1.90
*Unilever only provides pricing recommendations and any price modellers purely for illustration purpose. Pricing is at sole discretion of the retailer.
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