New Digital Campaign Tastefully Screens Potential Fans
Since its origins in 1777, Grey Poupon has been synonymous with refined taste and premium quality; it’s not “just mustard”, it’s Grey Poupon. At the height of American popularity in the ’80s with the “Pardon me” campaign, Grey Poupon elevated the status of a basic yellow condiment and shared refined values with consumers. But after a 15 year hiatus in mass market advertising for the brand, good taste has widely been pushed to the back burner by society.
Today, Grey Poupon is back to celebrate and “Spread Good Taste” with a new digital campaign that will feature one of the first ever Facebook brand pages to tastefully screen potential fans, allowing in only those that exhibit good taste.
“Even though Grey Poupon is still savored by people who know great mustard, a new generation may be unaware of our irresistible taste and premium ingredients,” said Sara Braun, Director of Marketing, Kraft Foods. “We plan to re-establish our place in culture. And it all starts by finding the most tasteful individuals online.”
Grey Poupon is inviting “classy” individuals to join one of the most discerning Facebook pages in the world, “The Society of Good Taste.” Fans of the brand are asked to apply for membership to the Society on the Grey Poupon Facebook page, where an algorithm will then determine whether or not they “cut the mustard.”
The algorithm will search and judge users’ profiles based on their proper use of grammar, art taste, restaurant-check ins, books read and movie selections to name a few. If the algorithm detects poor taste in music or TXT speak, for example, they could be rejected for membership. Those who do not qualify in the upper percentile, will have their “like” deleted, and be asked to refine their profile before trying again.
Those who exemplify enough good taste to become Society members will be welcomed with the opportunity to win exclusive prizes, as well as a badge of honor they can post to their profile and share with their friends.
“We’re taking a mass platform in Facebook that most people use every day and turning it on its head with an element of exclusivity to differentiate the Grey Poupon brand,” said Tom Markham, Executive Creative Director with CP+B, the advertising agency behind the campaign. “It’s a great way to find new consumers who exhibit values similar to the brand and who would appreciate our quality and good taste. And we’ll also do our part to spread that good taste to those that aren’t quite there yet.”
In another first, Grey Poupon will become one the first brands to build its website entirely on Pinterest. This page will allow Grey Poupon the chance to spread good taste to the masses with Pinterest boards that range from refined recipes to tasteful tips on enjoying the finer aspects of life.