French's begins Wear Your Local Pride campaign
McCormick & Company has begun a campaign called “Wear Your Local Pride” in support of its French’s Ketchup product line. The effort is timed to coincide with the summer grilling season. In collaboration with artist Antoine Tava, the company has developed a limited edition T-shirt incorporating ketchup stains as “a symbol of pride for all things local.” The artwork depicts the word “local” written on a hotdog in ketchup. The first 300 consumers to visit a campaign website at <http://www.frenchs.ca/local> and describe how they will “wear their pride” this summer will receive a free shirt. The promotion also includes influencer activities and social media content.
“There is no doubt that Canadians coast-to-coast share our enthusiasm for local heritage and passion for food and flavour, especially when it comes to grilling, barbeques and spending time outdoors,” said David Holman, group marketing manager for French's. “But the idea of getting ketchup on your shirt is, most of the time, mortifying. This summer, it's a sign of food well enjoyed, especially if it's French's Ketchup. It's not summer without French's. In 2021, we're excited to help Canadians show local support and wear their pride directly on their sleeve.”