The Drum Awards for Marketing - Extended Deadline

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By John McCarthy | Opinion Editor

November 27, 2014 | 2 min read

Maille is launching a campaign encouraging people to be a memorable guest for the right reasons this Christmas.

The Unilever-owned French food brand enlisted adam&eveDDB to create an online video showing a dinner party conversation take an awkward turn after a woman starts over-sharing about her love-making in Greece.

The proposition is that by bringing Maille mustard to the party, you will be remembered as a good guest instead.

The film, featuring a voiceover from Joanna Lumley, was directed by James Rouse, who the agency also worked with on ‘End Marmite Neglect’ and Harvey Nichols' ‘Sorry, I Spent it on Myself’. It is being seeded online and supported by in-store activity.

David Lowes, senior vice president of dressings at Unilever said: “We believe gifting Maille is so special and truly appreciated for its thoughtfulness that more people should do it.”

Glen Lomas, global business director at Unilever, DDB said: “Only James Rouse could deliver something so excruciating and yet hilarious.”

The Maille Boutiques, located in Dijon, Paris and London and eBoutiques sell the brand’s premium range of fresh mustard on tap served in stoneware jars.

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