Yogi Berra and Beth Lucey, senior brand
manager, with French’s Mustard Man. |
WRITERS
& ARTISTS SOFTBALL
French’s
Mustard Sponsors
Celebrity Game in Hamptons
 VERYONE
had a ball in the Hamptons on Long Island this summer. French’s
Mustard saw to that when it sponsored the Writers & Artists
Celebrity Softball Game. The 53d annual event took place in East
Hampton, with French’s donating the hot dogs and, of course,
French’s Mustard.
“The French’s name
stands for family, fun and America,” said Elliott Penner,
president of the food division of Reckitt Benckiser, Inc., the New
Jersey-based parent company of French’s products.
“We hope our contribution
makes a difference in the lives of those charities that benefit from
this event,” Penner added.
Eli Wallach meets up with
French’s Mustard Man. |
Each year the game raises
somewhere in the ballpark of $60,000. This year’s beneficiaries
are The Retreat (a shelter for battered women), the East End
Hospice, and the East Hampton Day Care Center.
The game is organized by
local community leaders and volunteers from the charities under the
supervision of artist Leif Hope.
Legend has it that the
games originated in the 1940s when artist Syd Solomon invited
fellow artists, notably Willem de Kooning and Jackson
Pollock, to play softball in his yard.
This year the game
attracted such softball enthusiasts as actors Eli Wallach and
Roy Scheider, author Ken Auletta, newscaster John
Rowland and Rosanna Scotto, Jeffrey Lyons of NBC, ad exec
Jerry Della Femina, sports writer Mike Lupica and Yogi
Berra.
New squeeze on the shelf. |
Besides French’s Mustard,
sponsors included such national and international corporations as
Coca-Cola, Details Magazine, Moet & Chandon, Adidas
Moves, Walter Bernard and Bender Hammerling Group Public Relations.
This was the perfect time
for the premier sponsor to launch French’s Sweet Onion mustard.
This low calorie, low fat mustard combines French’s Classic Yellow
with the sweetness of real onions. Is this a new trend?
Supermarkets are now
carrying 12-ounce squeeze bottles at a suggested price of $2.49.
|
