After 16 years without advertising, Grey Poupon’s sales had begun to decline. It was time for the brand to make a cultural comeback and redefine itself for the 21st century. Building off of the brand’s famously refined image, Grey Poupon launched a new tagline and mission to “Spread Good Taste,” and made their digital debut with the first Facebook page that actually deleted fans who proved unworthy during the admissions process. Shortly after, the brand released “Lost Footage” from the iconic TV spot from the 1980s. A trailer for the online film debuted during the classiest night of the year – the 2013 Academy Awards – and Grey Poupon built a robust social and immersive digital experience to drive traffic to the film online.

In the course of a year, Grey Poupon saw a large uptick in consumer consumption. The brand earned nearly 109MM earned media impressions in 2012 and 176MM earned media impressions in 2013, for a total of 285MM earned media impressions overall. Grey Poupon had successfully been reintroduced into the mainstream.

The “Spread Good Taste” campaign began on September 12, 2012 with the launch of The Society of Good Taste app. The NY Times picked up the story and buzz quickly spread. Paid media also began driving to the page. Prospective members were incentivized to apply to the Facebook page through exclusive rewards in the “Members Only Salon.”

On February 19, 2013, AP.com broke the story that Grey Poupon would be returning to television during the Oscars and posted the :30 trailer for the “Lost Footage” online. The next day, Grey Poupon gave its Facebook Society members a sneak peek at the full 2:00 video experience. Then, on February 24th , during the Academy Awards, the “Lost Footage” trailer made its TV debut, the interactive long-form video site went live and the brand began live-tweeting “from the Oscars” to drive even more people to the “Lost Footage” site.