Maille Mustard
Text:
How does one pronounce Maille anyway? Just say “Will you be MY Valentine?” If the answer is yes, follow up with a love letter. Here is ours:
To Maille Dear Dijon,
I love you with all maille heart. Thou art every day maille Valentine!
Forever Thine,
Your Beloved Dijon Connoisseur
Although Maille was already the top-selling brand of French mustard in the US, American shoppers weren’t familiar with the brand, and when they were, they often didn’t know how to pronounce the name. Our goal was to change that.
I wrote all social media content and web copy for Maille, along with other promotional copy. Effectively explaining how delicious this mustard is was a personal challenge for me, because I really do not like mustard of any kind even if it’s fancy French dijon.
By the way, it’s pronounced “my.”
“Maille is delighted to present you with new ways to try our certified Kosher mustards Maille Dijon Originale and Maille Old Style. Inspired by the French-Jewish recipes presented in Joan Nathan’s cookbook “Quiches, Kugels and Couscous: My Search for Jewish Cooking in France” we are proud to offer our mustards as a way to add flavor to your Kosher recipes. As Ms. Nathan explains in her book, Jews in France, despite centuries of persecution, have kept their religious as well as culinary traditions very much alive.
From Proust to Anouk Aimée to Sonia Rykiel, French Jews have contributed enormously to French culture, including its cuisine. Earlier than the eighth century, Jews brought spices, truffles, and African pepper to France - they were the first to make foie gras and even introduced hot chocolate to the French people. Without further ado, here is an appetizer which will liven up any dairy meal”