French’s Celebrated National Mustard Day With Promotional Mustard Ice Cream

Joseph Myers

Summertime temperatures can make people engage in some weird activities. Therefore, we are going to make rising digits take the heat for a peculiar campaign by French’s. In honor of August 3’s National Mustard Day, the McCormick & Company brand released mustard ice cream, with visitors to New York and California able to make the condiment-infused oddity a part of their summer cuisine.

The National Hot Dog and Sausage Council designates July as National Hot Dog Month, so we had thought that National Mustard Day would be another fine observance to hold that month. Interestingly, though, the occasion falls on the first Saturday in August, and French’s decided to add to the pageantry through the aforementioned treat. “No One Asked for This” began the headline of an AdWeek look at the product, part of French’s “Not From France” promotional campaign that seeks to provide “unexpected twists on beloved classics,” according to the brand.

For ice cream lovers, the thought of a new flavor of the cold comfort food would is typically cause for celebration, but what is there to make of a variety that incorporates actual mustard into the recipe? According to Delish, there is plenty to celebrate about French’s break from normality, with the publication pointing out that a few editors who smelled and ate it noted that it had cotton candy and bubblegum scents and a “strangely French vanilla-y” taste.

Sadly, as is often the case, the limited edition promotional concept, which represents a collaboration between French’s and Coolhaus Ice Cream, is not earning a shot at delighting (or disgusting, depending on one’s tolerance) the masses, as only New York City, the Hamptons and Culver City will have had the opportunity to enjoy the mustard marvel. New York has already run out of chances, and, come Sunday, when the tasting is done in the Golden State, anyone who wishes to emulate the daring consumers can prep six servings of the yes-they-really-made-this product through this recipe.

While we like to make our weekends riveting, we doubt that we will be making the journey to California in three days’ time to join folks who are not yellow when it comes to shaking up their diet. We cannot fully rule out, though, that we will avoid putting the recipe to use for a party or as a quick self-treat. That, then, points to the possible glory of this campaign. We are well aware that some out-there ice cream flavors exist, so French’s willingness to add another to the mix is definitely drawing attention and, while a headscratching move to many, will likely go down as a fine example of cross-branding and promotional possibilities. If people can sell ketchup popsicles to women in white gloves, there is certainly a place in the world for mustard ice cream.

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