Fitzco Awarded the French’s Brand Creative Assignment

Fitzco has been awarded the creative assignment for the French’s portfolio of products, CEO Matt Woehrmann announced today.

The assignment—which Fitzco won after a competitive pitch—involves strategic and creative responsibility over the French’s portfolio, including the array of mustards, ketchups, and crispy fried veggies, such as onions and jalapenos.

 Fitzco’s first work for French’s is planned to launch later this year.

“Fitzco presented clear, compelling and strategically sound creative ideas for the French’s brand,” said Jill Pratt, VP, GM US Core & Specialty Brands at McCormick & Company. “We are looking forward to working with Fitzco, who demonstrated a creatively driven culture that will enrich our agency roster.” 

French’s is the undisputed leader in mustard and has the opportunity to reinvigorate the category by driving usage outside typical foods such as hotdogs and burgers. McCormick acquired French’s as part of its agreement to purchase the Reckitt Benckiser Group Food Division in 2017.

“French’s is a staple in American culture and cuisine. These products are in pantries all across the U.S.,” Fitzco’s Woehrmann said. “We think there’s a huge opportunity to build from this strong foundation, and we couldn’t be more excited to partner with the team at McCormick to do it.” 

Media buying and planning remains with UM.