Maille’s campaign demonstrates how PR and cultural storytelling can elevate everyday behaviours into premium brand rituals, increasing relevance and perceived value.

The Challenge

After a challenging period of mustard seed shortages, Maille needed to reinsert itself into shelves and Aussies’ minds to take back share of wallet. With the entertaining season approaching, we needed a fast-to-market, focused campaign to remind food lovers of the premium quality of Maille mustard and position it as a must-have for elevating everyday meals. 

The integrated campaign saw hero content remixed across TikTok and Instagram, with hero talent Manu Feildel created a series of French inspired recipes to inspire audiences at the festive season.

We also recruited leading Australian food creators such as Andy Cooks and Brendan Pang to add their own flair and creativity to Maille's channels.