Maille’s association with fine Dijon mustard stems back some 265 years. But despite its legacy in the condiment category, it hasn’t always been easy for consumers to pronounce the French brand’s name (pronounced “my”) and, as a result, remember it at the grocery store. To get consumers speaking the name and buzzing about its portfolio, the brand launched the My Maille Mustard Mobile tour, which will hit city centers, foodie events and local restaurants and stores. The tour kicked off in Washington, D.C., June 14 and will wrap up in Chicago in October.
The experience includes Maille product sampling from a sleek and stylish customized electric vehicle with a full mustard bar. Consumers, like an artist would, daub selections onto their own tasting palette. Among the varietals: Dijon Originale, Old Style, Honey Dijon, Horseradish, Rich Country and the crunchy Cornichons. (Fun fact: The inspiration for the vehicle came from the brand’s international strategy of opening Maille boutiques where mustards are served “on tap.”) In addition to tasting, consumers will have the opportunity to win a three-day culinary and cultural adventure in Paris for two, while more winners will score a year’s supply of Maille mustard. Registration is taking place from two tablets affixed to the vehicle, as well as on mymaille.us, the Maille Mustard Mobile App. The app offers real-time image postings, messaging and social media integrations by users, all to promote that larger conversation around the brand. The mobile app also has a tracking feature detailing the locations, days and times for all tour stops.
“As a French brand, we really want people to think of Maille as an ‘affordable luxury,’ one they can enjoy on a daily basis to enhance their meals,” says Elisa Galassi, U.S. area manager at Maille. “We would like Maille to be recognized as a brand that understands and encourages our customers’ relationships with food.”