JACOB SAUNDERS

AIR FRENCH’S 1s

Activation + Social
Tennessee (college) threw French’s (mustard) onto their field (football). They fell in love with us, so we gave the quarterback they loved even more an NIL deal.

227M earned media impressions.

Atlanta Addy’s / Apparel / Gold 
Regional Addy’s / Apparel / Gold 
National Addy’s / Apparel / Gold 
Shorty’s / Art Direction / Overall Winner
Shorty’s / Food and Bev / Bronze
Shorty’s / Multi-Platform Partnership / Finalist
Shorty’s / Earned Media / Finalist
Webby’s / Best community engagement / Finalist
Webby’s / Best Viral PR campaign / Finalist 





Tennessee’s mustard infatuation started in 2021 when our tang touched their turf:






To commemorate the one-year anniversary of the mustard throw, we gave starting QB and Heisman candidate Hendon Hooker a pair of custom Air Force 1s.






We teased the drop on social.






We dropped it. Then the pressed picked it up.







And in a fortunate turn of events, Tennessee played in the Orange Bowl that year. So we made the fans something special: The Tennessee Orange French’s Mustard Bottle.













LINKEDIN