McCormick & Company is appointing Fitzco as its creative AOR for French’s portfolio of products, including its iconic mustard, following a competitive review. Media buying and planning remains with UM.
The Atlanta-based agency is the first shop to oversee the brand since McCormick acquired French’s as part of its agreement to purchase the Reckitt Benckiser Group Food Division for $4.2 billion in 2017.
Fitzco's scope of responsibilities includes strategic and creative duties for the mustards, ketchups and crispy fried veggies, such as onions and jalapenos. Their first work will debut later this year.
McCormick has big plans to reinvigorate the portfolio, particularly around driving usage outside of the typical grilling season.
"We will increase innovation, and we will go beyond the bun and reframe mustard as better for you with McCormick's proven ability to drive flavor and recipe trends with consumers," said Lawrence Kurzius, president and CEO, McCormick during a call with investors.
“French’s is a staple in American culture and cuisine. These products are in pantries all across the U.S.,” says Matt Woehrmann, CEO, Fitzco. “We think there is a huge opportunity to build from this strong foundation.”