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