“Real Class Comes Squeezed.” is a campaign built on a simple truth: mustard feels fancier than ketchup. So we leaned into that. Our research showed people associate mustard with a more refined taste, so we exaggerated that idea with humor. We gave the classic French's bottle a tuxedo and turned it into the classiest condiment on the shelf. That suited bottle became the face of the campaign across billboards and mock retail displays. It’s still the same affordable mustard, but now it’s dressed to impress.

AD: Nathan Graham, Shylo Syed, Gabriel Cibotari & Krishnesha Elanko
Copy: Nathan Graham