Amy Stern - 06/18/2020

Taking on the Big Boys

Mustard Girl All American Mustards was seeking to break into the heavily saturated condiment market. The brand’s proprietary 80-year-old Wisconsin recipe had been passed down to an enthusiastic young woman who knew she had a winning recipe. She turned to 3E PR and we harnessed our expertise in food PR to put Mustard Girl on the map.

Challenge

Take a virtually unknown regional brand and create national awareness by promoting the unique story behind its creation and the owner’s determination to take on the “big boys.”

Action

Leveraging its deep-seated food and lifestyle media contacts, the 3E PR team crafted a robust media relations program to introduce this newcomer to retailers and consumers. From pure food stories touting its quality and hand-crafted taste, to editorials featuring women in business and an almost magical backstory, we garnered press interest to amplify the product’s introduction at shelf.

Results

Secured Mustard Girl’s inclusion as the only mustard in The New York Times sandwich feature, with additional coverage in Gourmet News and Grocery Headquarters, including high praise from Supermarket Guru. Grassroots consumer awareness was expanded via a 40-person blogger campaign which resulted in numerous product reviews and giveaways. Additionally, secured radio interviews on national food programs.