On October 16th, 2021, the University of Tennessee football team failed to convert on a last-minute 4th & 24 attempt in what was a 31-26 home loss to Ole Miss. In protest, fans launched items on the field at Neyland Stadium in Knoxville, one of which just happened to be a French’s yellow mustard bottle.

The moment took over the internet. Memes were made, questions were asked, and by the end of it all, Tennessee fans embraced French’s mustard as their college football rallying cry.