The ask
Reintroduce Grey Poupon to millennials and gen-z by creating a refreshing campaign that articulates the condiment’s enduring luxury in the present day through its French roots.


Creative insight
Grey Poupon identifies as an affordable luxury product, but has moved past its ‘Pardon Me’ era of limos, white gloves and champagne. Still... it's the bougiest mustard on the market.


Campaign idea
Impeccable taste


Activating the idea
Show how Grey Poupon is still as iconic as ever with a new campaign that’s as ear-wormy as Pardon Me was in the 80s.


Manifesto
Still using mellow mustard? Poor you. Since 1777, we’ve been crafting exceptional mustards fit for royalty. Making it, literally and figuratively, the world’s richest mustard. And everything tastes better when it’s rich.

How do we get that distinctive dijon? By combining only the finest ingredients, sourced from the the finest ingredient-makers. A proprietary blend of invigorating spices, from the farthest reaches of the region... combined with the most avant-garde, aromatic Chardonnay money can buy.

Don’t bother with boring when you have impeccable taste. Grey Poupon.


Vibe
Supersonique, magnifique, très très cool et très très chic


Campaign headline exploration
Impeccable taste.
Tastes rich.
Mellow mustard? Poor you.
Haute dog.
French style.
Fashion spread.


Merch
“Impeccable taste,” ”Tastes rich” and “Haute dog” t-shirts, stickers, pins, etc., written in the iconic Grey Poupon typeface.


Art Direction
A high-fashion editorial “spread” — highly stylized in-studio shots of fashion models posing with the iconic mustard in artful ways.

Photography shown is not original; it’s used as mood board imagery, only.