The Grey Poupon campaign only ran in the US. Though branded entertainment is fairly advanced in this country, in-program is typically limited to product placement and a minimal level of discussion, demonstration, or interaction; while efforts running in commercial time have far fewer restrictions.

The Society of Good Taste app would scan a prospective fan’s Facebook profile and give them personalized feedback and a good taste rating based on their friends, grammar, quality of check-ins, taste in music and art, and more.

Users who scored well would become elite members of The Society of Good Taste and gain access to exclusive content and rewards. Those he did not were erased from the members page and directed to brush up on their manners before applying again at a later date.

“The Chase” campaign achieved over 176MM earned media impressions. Grey Poupon was featured in a Diane Sawyer segment and also earned a 6 minute Good Morning America segment. The 2:00 long-form video has acquired over 1.6MM views to date. Sentiment around the work was 88% positive. 20% positive feedback is typically considered a success, so this blew away typical response