French’s declared 2021 “The year of the sandwich.” Our charge was to get our mustard on one more sandwich. French’s Classic Yellow Mustard also happens to be a healthier choice in the condiment category. We were tasked with raising awareness of the brighter benefits of mustard and getting sandwich eaters to rethink their fattier sandwich spreads.

We made the first ever sandwich that encourages healthier eating behaviors - the #MustSwitch.

We held the mayo, and made French’s Classic Yellow Mustard the flavor star.

To get the MustSwitch, we asked people to pay with mayonnaise... No cash, no card. Just their jars of mayo or a pledge to make the switch to French’s Mustard.

Our strategy was to prove that French’s Mustard is a simple healthier switch Americans can make on their sandwiches, without sacrificing the flavor.

We partnered with chef Tom Colicchio, known for his over 10 restaurants and his longstanding role as judge on Bravo’s Top Chef, to build the perfect recipe.

We let the food press taste for themselves, and delivered the MustSwitch straight to their doors.

We then launched a weekend-long pop-up at Craft NYC, Colicchio’s New York City restaurant on March 6th and 7th where we sold the sandwiches for a jar of mayo, or a signed #MustSwitch pledge.

Not in NYC? Not a problem. We offered 200 additional MustSwitch at-home kits for nationwide shipping. Kits included all the fresh ingredients to make the MustSwitch in one’s own kitchen.

French’s 2021 goal was to get on one more sandwich. Our work driving the health and wellness benefit of mustard opened the category to Americans concerned with health benefits and showed others how they could start with one healthy choice and still enjoy the sandwiches they loved.

Our sandwiches sold out in 6 hours.

The MustSwitch activation drove over 47 million impressions across social and 312 million earned media impressions.

We sold 675,000 more French’s bottles during the campaign timeframe than we did in 2019. In fact, sales were up 15.8% over the same time frame vs. 2019.