The target audience was a mix of new and existing consumers. Grey Poupon needed to drive consumption and sales up by reminding older consumers of the classic mustard, and introduce a younger audience to the brand. The strategy was focused on reintroducing the brand as culturally relevant in today’s climate and creating a digital presence, without compromising Grey Poupon’s sophisticated image.

Unlike most brands who base success on the number of fans they accrue, we decided to focus on quality—not quantity – and established The Society of Good Taste. The first Facebook brand page that actually deleted fans who were deemed less than refined. If you wanted to LIKE Grey Poupon, you would have to apply.

The goal of the Society of Good Taste was to raise awareness and create buzz for the ageing brand. By creating an application that analysed personal data from consumers in a unique and highly personalized way, we elicited a wide breadth of responses. Overall the brand saw more that 109MM earned media impressions. 27.5MM of those impressions came from Twitter. The Facebook app saw 123,019 unique visitors who stayed on the app for an average of 6 minutes. Grey Poupon accepted 31,613 applications and denied 34,526. Engagement on the page during the campaign exceeded expectations.

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.