Do you cut the mustard for Grey Poupon’s Facebook campaign?

Every brand wants lots of Facebook fans, don’t they? Not Grey Poupon, a mustard brand that carries itself with an exclusive, haughty air. Through agency Crispin Porter + Bogusky, the Kraft-owned condiment is launching a Facebook campaign in which only fans who are identified as having “good taste” can “like” it on the social network. […]

Every brand wants lots of Facebook fans, don’t they? Not Grey Poupon, a mustard brand that carries itself with an exclusive, haughty air.

Through agency Crispin Porter + Bogusky, the Kraft-owned condiment is launching a Facebook campaign in which only fans who are identified as having “good taste” can “like” it on the social network.

Fans of the brand are asked to apply for membership to the “Society of Good Taste” on the Grey Poupon Facebook page, where an algorithm will determine whether or not they “cut the mustard.”

The algorithm searches and judges users’ profiles based on their proper use of grammar, art taste, check ins, book and movie selections, and so forth, and gives them a percentile score based on their refinement. However, if the algorithm detects poor taste in music or text-speak, for example, they could be rejected. Those who do not qualify will have their “like” deleted, and be asked to refine their profile before trying again.

The idea is a fresh take on Grey Poupon’s “refined” positioning of the past, like the memorable “Pardon Me” spot from 1988 featuring two wealthy gents exchanging the spread while in passing cars.

Grey Poupon has also launched a new website entirely on Pinterest, with boards including recipes and tips on refined living.

To read the original article on Advertising Age, click here.

Brands Articles

Your Marketing newsletters are changing

The Marketing Morning Filter is ending, but other newsletters are set to return

The List: North Strategic’s very big year

Prior to being picked up by MSLGroup, the PR shop brought in 15 new client wins

The biggest stories in Canadian marketing: 2016

A look back at the most read and shared news items from MarketingMag.ca

Media Profile teams with global PR group

PRGN welcomes Toronto agency as first Canadian partner

Stereo+ unveils brand overhaul from Lg2boutique

How to to introduce a 35-year-old chain to younger shoppers

The List: Wattpad’s evolving influence

The first of our selections for the biggest newsmakers of 2016

Sears Canada takes a gamble on groceries

Losses more than double in Q3 report, but food markets set to arrive

Big opportunities await in the new age of CSR (column)

Overwhelmed consumers want to outsource their consciences, but it requires deep trust

Mintel predicts packaging trends for 2017

Research firm says intelligent, experiential packaging will lead consumer experiences