Maille

Le Drunch

Overview

In April 2013, thanks to an integrated campaign created by Kaper, premium French mustard brand Maille increased its value share dramatically, breaking all previous UK growth records and smashing commercial targets.

The core idea? Le Drunch, a food trend sweeping across Paris that we would also ensure swept across London. Our campaign integrated a two-week restaurant, online content and social engagement, in-store retailer activation, above-the-line print advertising, traditional PR and Google Ad Words to create a trend that gripped the high-end foodie scene.

Our mission was to make Maille the UK’s dominant premium French mustard in terms of brand, value and volume. Maille is a much-loved brand, but foodies were not being recruited quickly enough, or at high enough volume. We needed to increase awareness and give Maille a clear point of differentiation. We needed to target the nation’s food lovers, create new conversations in the foodie scene and convert passive recognition for Maille into passionate love and purchase.

The answer? Enter Le Drunch, a lunch/dinner hybrid. Like brunch, but the other side of lunch. The trend was sweeping across Paris, but unknown in London, the perfect recipe for a Maille campaign.

In partnership with Michelin-starred French chef Hélène Darroze, we created a two week ‘Maille Le Drunch’ restaurant that popped up for two weeks in Spitalfields, serving over 250 covers. We then surrounded the restaurant with experiential sampling, a retailer partnership with Waitrose, support through the ATL and media spend in print and search.

Results

Maille’s Le Drunch was named the nation’s second biggest trend of the week by Sunday Times Style (after Game of Thrones), inspired Sainsbury’s to list new Maille variants, and also starred on the front page of the Sunday Times Magazine as part of a five page food feature. In total, coverage for Le Drunch had a reach of over 25 million, including a further two pieces in the Evening Standard and four-page feature in S Magazine.

In terms of commercial results, Maille’s market penetration increased by 50% and the brand’s key competitor, Grey Poupon, saw a 30% decrease.

All this epitomizes the big impact made by Kaper’s original and creative campaign to introduce a new food trend in the UK. Forget about brunch, it’s all about Le Drunch.