FRENCH’S MUSTARD DONUTS
Brief: WHY ISN’T ANYONE EATING MUSTARD FOR BREAKFAST??
For National Mustard Day (2022), French’s teamed up with legendary NYC doughnut shop Dough Doughnuts to make room for mustard at the breakfast table. As a tentpole moment that’s largely driven by press coverage, the design system needed to feel delightful and delicious, considering mustard donuts don’t exactly sell themselves.
The playful look started with a doughy, rounded typeface and was combined with colorful pop-art inspired patterns, which became the backbone of the ordered, but flexible design system. Those elements were carried all the way through to press photography, swag items and day-of activation.
Sold out in under a minute. Over 1B Impressions.
Awards —
Shorty’s / Brand Identity / Gold
Shorty’s / Art Direction / Silver
ATL Addy’s / Gold (7x)
Regional Addy’s / Gold (6x)
Reggie Awards / Gold (2x)
Webby’s / Best Viral PR campaign / Honoree
ADC / Finalist (2x)
