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

Aeropostale exits Canada as it files for bankruptcy in the U.S.

The casual clothing retailer is not saying how many Canadian jobs will be impacted

Taco Bell casts customers in a ‘cheesy’ throwback ad

The QSR channels '90s nostalgia in its latest bid for millennial love

TSO getting in tune with digital

A quarter of its media budget now devoted to digital, with plans to break the 30% threshold next year

Drake takes flight over Toronto

Aerial banner promotes rapper's newest album, Views

‘Bringer of Rain’ ups his marketing game

Toronto Blue Jays third baseman Josh Donaldson signs on to promote Flow Water

Marketing Awards 2016: Multicultural jury and shorlist

Winners to be announced at The Carlu in Toronto June 2

Sport Chek celebrates Raptors’ win in timely fashion

Out-of-home campaign celebrating victory launches within minutes of final buzzer

Former Roots executive takes the reigns at Kit and Ace

Wendy Bennison tasked with overseeing the retail brand's expansion

Brands going retail — sporting goods lead the way

Opportunities at retail to connect with the end consumer are endless and exciting