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Joseph Paul – Maille Dijon Mustard – The Secret Bistro

Maille.
The Secret Bistro.
A strange, unique summer of food experiences which change every week. Experiential.

Maille

The Secret Bistro

We repositioned Maille, a dusty old French mustard brand, to fight against flavour uniformity and stand for flavour exploration. Alongside the traditional advertising for the campaign, we created The Secret Bistro: a strange, unique summer of food experiences which change every week.

Sets of co-ordinates begin popping up around Paris, London and New York – murals on the sides of buildings and a tonne of fly posters. Those who follow them are treated to a series of unforgettable food experiences like The Botanical Bar, The Truffle Museum & Would You Like Meat With That?

Each experience is completely different to the last and is centred around one of the lesser-known Maille products like Mango Vinegar or Blackcurrant Liqueur Mustard.

Agency: Ogilvy
Creatives: Joseph Paul & Joanna Cassidy Osborne
Creative Directors: Angus George & Johnny Watters