GLENVIEW, Ill., Sept. 12,
2012 /PRNewswire/ -- Since its origins in 1777, Grey
Poupon has been synonymous with refined taste and premium
quality; it's not "just mustard", it's Grey Poupon. At the
height of American popularity in the '80s with the "Pardon me"
campaign, Grey Poupon elevated the status of a basic yellow
condiment and shared refined values with consumers. But after a 15
year hiatus in mass market advertising for the brand, good
taste has widely been pushed to the back burner by society.
Today, Grey Poupon is back to celebrate and "Spread
Good Taste" with a new digital campaign that will feature one
of the first ever Facebook brand pages to tastefully screen
potential fans, allowing in only those that exhibit good
taste.
"Even though Grey Poupon is still savored by people who
know great mustard, a new generation may be unaware of our
irresistible taste and premium ingredients," said Sara Braun,
Director of Marketing, Kraft Foods. "We plan to re-establish our
place in culture. And it all starts by finding the most tasteful
individuals online."
Grey Poupon is inviting "classy" individuals to join one
of the most discerning Facebook pages in the world, "The Society of
Good Taste." Fans of the brand are asked to apply for membership to
the Society on the Grey Poupon Facebook page, where an
algorithm will then determine whether or not they "cut
the mustard."
The algorithm will search and judge users' profiles based on
their proper use of grammar, art taste, restaurant-check ins, books
read and movie selections to name a few. If the algorithm
detects poor taste in music or TXT speak, for example, they could
be rejected for membership. Those who do not qualify in the upper
percentile, will have their "like" deleted, and be asked to refine
their profile before trying again.
Those who exemplify enough good taste to become
Society members will be welcomed with the opportunity to
win exclusive prizes, as well as a badge of honor they can
post to their profile and share with their friends.
"We're taking a mass platform in Facebook that most people use
every day and turning it on its head with an element of exclusivity
to differentiate the Grey Poupon brand," said Tom Markham, Executive Creative Director with
CP+B, the advertising agency behind the campaign. "It's a great way
to find new consumers who exhibit values similar to the brand and
who would appreciate our quality and good taste. And we'll
also do our part to spread that good taste to those that aren't
quite there yet."
In another first, Grey Poupon will become one the first
brands to build its website entirely on Pinterest. This page will
allow Grey Poupon the chance to spread good taste to the
masses with Pinterest boards that range from refined recipes to
tasteful tips on enjoying the finer aspects of life.
To see if you qualify for membership into the 'Society of Good
Taste', visit www.societyofgoodtaste.com. The new Grey
Poupon website can be found at www.greypoupon.com.
ABOUT KRAFT FOODS
Kraft Foods Inc. (NASDAQ: KFT) is a global snacks powerhouse
with an unrivaled portfolio of brands people love. Proudly
marketing delicious biscuits, confectionery, beverages, cheese,
grocery products and convenient meals in approximately 170
countries, Kraft Foods had 2011 revenue of $54.4 billion. Twelve of the company's iconic
brands – Cadbury, Jacobs, Kraft, LU,
Maxwell House, Milka, Nabisco, Oreo,
Oscar Mayer, Philadelphia, Tang and
Trident – generate revenue of more than $1 billion annually. On Aug. 4, 2011, Kraft Foods announced plans to
divide and create two independent public companies: a high-growth
global snacks business and a high-margin North American grocery
business. The transaction is expected to be completed on
Oct. 1, 2012. A leader in innovation,
marketing, health & wellness and sustainability, Kraft Foods is
a member of the Dow Jones Industrial Average, Standard & Poor's
500, NASDAQ 100, Dow Jones Sustainability Index and Ethibel
Sustainability Index. Visit www.kraftfoodscompany.com and
www.facebook.com/kraftfoodscorporate.
SOURCE Kraft Foods Inc.