French’s mustard goes green as part of ‘Minions & Monsters’ tie-in

UEG helped bring French's and Illumination's Minions together for the launch of the French's Minions & Monsters campaign, a fully integrated partnership built around the creative platform, "Squeeze the Joy. Enjoy the Mayhem." The campaign imagines a Minion takeover of the French's mustard factory, resulting in the creation of Goomi's Green Mustard and introducing Goomi, a brand-new Minions character developed exclusively for the partnership. The campaign kicked off with a disruptive experiential activation at The Grove in Los Angeles and extends across retail, social, influencer, PR, and paid media channels throughout the U.S., Canada, and the UK.

UEG led strategy and execution across multiple workstreams, managing a complex partnership that spanned studio collaboration, experiential production, retail integrations, influencer programming, paid media, and cross-functional campaign management. The campaign includes limited-edition product launches, exclusive DTC offerings, creator content, national PR outreach, and a robust media plan across streaming, social, and retail platforms, demonstrating UEG's ability to turn beloved entertainment IP into impactful consumer experiences.