English mustard brand Colman’s has launched a limited-edition design on its Squeezy 150g bottle to accompany its new ‘Hot and English’ ATL marketing campaign.
The ‘Banging on Bangers’ pack is part of a £2m investment for the brand, and the campaign is now rolling out across social media, radio and digital audio, supported by in-store POS and sampling in Tesco, Sainsbury’s and Asda.
While English mustard makes up 43% value share of the UK’s total mustard category, the brand noted that few consumers realise how much hotter it is compared to its French, Dijon, American, and Wholegrain counterparts. The ‘Hot and English’ campaign aims to remind existing Colman’s shoppers of the brand’s fiery flavour that secures its place on kitchen tables, as well as target a younger generation unfamiliar with the bold flavours of English mustard.
The limited-edition pack (RRP 150g – £1.90) is aimed at enticing loyal customers to try the convenient format, while the smaller bottle aims to encourage trial amongst potential new shoppers.
