History and production of the French mustard manufacturer
To establish a house of enjoyment – that was the desire of Antoine Maille, when he founded his company in 1747. Since its founding, more than 266 years ago, the French tradition company Maille has become the embodiment of finesse of French cuisine and has specialized itself in producing high quality mustard and vinegar. What has started as a small mustard mill, is now a global company with traditional roots. The secret of success lies in the fact that Maille maintains the ideals of the founder until today. They offer only the highest quality products to original French recipe with fresh and processed ingredients.
Maille makes advertising in print – this was the motto of Maille in 2013. The goal was to make a change from the previous “Finesse Royale” to a premium “Black and Gold” communication. In addition to TV commercials and various print ads, Maille decided to make a complete Print campaign in 2013. Advertorials, packshots (Eatsmarter), advertisements (portrait and landscape) in various magazines (like Gourmet, Beef, Brigitte, Essen & Trinken, Laviva, Lecker etc.) should help to present and highlight the product range and the diversity of Maille. It was important that Maille should be presented not only as a brand, but also the “story” behind the brand. Countless clippings etc. are evidence of the success of this print campaign in 2013.
Wilms – Unilever: a long-term partnership
Since 2000, Maille is part of the Unilever group. Today the office of the company is Dijon, the capital of Burgundy and the center of French mustard industry. The mustard and vinegar specialties are sold in over 60 countries all over the world, since 1948 also in Germany. Here, the products are sold exclusively by the Importhaus Wilms with which Unilever has a long-standing partnership for over 20 years.
“We are working with Wilms as from years. As we want to add a french spicy touch in the german mustard market with Maille, we have decided to start to work with Wilms as the reference company regarding worldwide condiment universe. The team is passionat, reliable and always breakthrough to implement and find new approach to achieve our goals. Now we reach one step of our objective as leader of Dijon mustard category we are ready for new challenges and sure Wilms team will help us to achieve the”.
Sylvie David, Unilever France