FRENCH’S “WE PROMISE” GLOBAL CAMPAIGN
FRENCH'S FOOD COMPANY
The French’s brand reconsidered every aspect of its go-to-market strategy to strengthen its relevance and connection with millennial consumers by focusing on what’s important to them — healthy products, flavor variety and social responsibility. To demonstrate their commitment to this effort, French’s created a global “We Promise” campaign that serves both as a signal to millennials that the brand is evolving as well as a rallying call to internal stakeholders. LAM helped French’s bring this to life by creating a “We Promise” icon and visual identity for the campaign, and then applying it to packaging, as well as creating visual assets for social media push online and in-store elements. We also developed cause-related packaging to generate awareness and invite consumers to share in the giving. The project culminated in our development of brand guidelines, which are used by all French’s employees and partners around the world.