Maille, which is most famous for its mustard brand, is launching its first global campaign at Christmas.
Unilever is planning a global expansion for the brand and assigned Adam & Eve/DDB the global Maille account. DDB Paris will continue to work on the brand in France.
Unilever opened a boutique Maille store in London’s Piccadilly last year and is launching a shop in New York later this year.
"Maille is a jewel of a brand for which we have exciting plans and are therefore delighted that Adam & Eve/DDB will be a key partner in writing the next chapter in its rich history," said David Lowes, Unilever senior vice president for dressings.
The Maille boutiques and e-boutiques sell the brand’s full range of 40 mustards. The brand is also sold in supermarkets globally.
This article first appeared on campaignlive.co.uk.