WIEDEN+KENNEDY, New York / KRAFT / 2022
Celebrating the white wine in our Dijon recipe, we created a limited-edition Viognier with GreyPoupon mustard seeds. With complementing notes of acidity and spice, the limited-edition Viognier paired perfectly with GreyPoupon-inspired lunches. We encouraged people to savor their meals, with a glass of GreyPoupon wine by their side.
We created La Moutarde Vin, inspired by the key consumer insight of people overlooking lunches, eating questionable leftovers out of tupperware, hunched over computer screens when we’re on our own, just because a weekday lunch “doesn't matter.” We wanted to convey the message that lunch is meant to be slow and enjoyable and one should feel that joie de vivre. With the limited-edition release of the wine, we made sure to accompany a jar of GreyPoupon with every custom package to keep the brand’s relevance top of mind. The product was highly sought after, creating hype for the brand, while clearly communicating the point of difference of GreyPoupon being made with white wine. Our campaign trended in pop culture and was proven so by the buzz generated from top-tier lifestyle and culinary publications like Forbes, Food Network, Thrillist and even late-night broadcast hosts Jimmy Fallon and Stephen Colbert.
SAATCHI & SAATCHI, New York
2008, GENERAL MILLS