Movie-brand collabs can be surprising partnerships. Mustard and minions? Well, there’s alliteration. And kid appeal – French’s has turned its classic yellow mustard green (it’s coloured with spirulina). The campaign by Dentsu X and Colle McVoy, with UEG, Sunshine Sachs Morgan & Lylis, Rye Workshop (yes, it’s massive – custom animation, creator engagement, limited-edition product drops, social-first storytelling, and experiential marketing), brings together French’s new Goomi’s Green Mustard and Illumination’s Minions and Monsters film, launching in US cinemas on July 1.    

The campaign leads with an animated film in which the Minions are hard at work at the French’s factory until Goomi – a not-so-massive monster – takes over, turning their Classic Yellow Mustard green. 

It launched withan activation at L.A, shopping and dining destination, The Grove, an interactive factory experience where consumers could “Push The Button” to watch Classic Yellow theatrically transform theatrically into the new green mustard in real time. Online at Frenchs.com, are monster-themed recipes, entertaining inspiration and behind-the-scenes campaign content.

The full campaign covers cinema, OTT (YouTube, Netflix, Peacock, Amazon), and social platforms including Meta and TikTok, and is part of a broader integrated push spanning influencer, retail, social, and experiential activations.

The limited-edition green mustard is available online and arriving in select retail shelves across the US on June 1.

“French’s has always been part of summer’s biggest moments, from ballparks to backyard cookouts. Partnering with Illumination’s Minions & Monsters reimagines that tradition with a surprisingly colourful and undeniably fun, green twist,” stated Tabata Gomez, chief growth & marketing officer at French’s parent, McCormick & Company, Inc.