Maille Australia appoints History Will Be Kind to put premium mustard back on the map

Award-winning creative communications agency, History Will Be Kind (HWBK) has partnered with Maille Australia to launch the brand’s bold comeback in the Australian market.

Following a challenging few years due to a global mustard seed shortage, the digital marketing campaign spans influencer, social, content, paid and performance, and is reigniting awareness for the brand while simultaneously re-establishing Maille as Australia’s go-to premium mustard.

Anchored in a new social-first creative platform developed by HWBK, the “It’s My Maille” campaign aims to inspire Aussies across the nation to enjoy Maille in their own way, with personal flair – whether that’s through the creation of sumptuous gourmet spreads, or throw-it-all-in everyday meals.

As part of this, celebrated chef Manu Feildel has been engaged as Maille’s new official ambassador, sharing inspirational French-Australian recipes across the summer season, while the legendary Andy Cooks, Brendan Pang, Morgan Hipworth, and From Scratch with Bob have bolstered the brand’s roster of creative talent, delivering a wealth of snackable and shareable content across channels.

Nabomita Bagchi, Head of Marketing at Unilever International, said early results have already exceeded expectations, achieving unprecedented success for the brand in Australia: “To date, the campaign has reached over 11 million people on Meta, making it Maille’s most successful social campaign to date, while the brand’s newly launched TikTok channel has already hit 2.5 million in reach.

“We’re excited to be working with HWBK to fuel Maille’s growth in Australia, trialing new platforms and engaging food lovers in fresh, innovative ways. With the success we’ve already seen, this marks a major step forward for the brand.”

Ken Michail, National Account Manager at Monde Nissin, distributors for Maille in Australia, noted that Maille mustard sales have grown strongly year on year with the current Maille masterbrand campaign driving this further: “Our work with HWBK has played a pivotal role in fueling consumer awareness, engagement and bottom-line impact. Tapping into culture, community and channel specific insights, the campaign is delivering in spades and already unlocking new opportunities for the brand in market – a phenomenal result in such a short period.”

Says Laura Carroll, Social & Content Lead at History Will Be Kind: “Maille is one of our longest standing clients, having worked with the team for 8+ years across a range of different projects – from social always on to high production content and recipe development, retail partnerships, and paid media. It’s amazing to have the opportunity to re-engage and re-ignite the love for this iconic brand following an international mustard seed shortage, and we could not be more proud to be making history with them.”

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