Grey Poupon Mustard: The Chase [video]

Credits & Description:

Advertiser: GREY POUPON
Agency: CP+B
Category: Food and Non-Alcholic Drinks
Advertising campaign: THE CHASE
Creative Director: Cameron Harris (Cp/B)
Copywriter: Chelsea O'brien (Cp/B)
Art Director: Mary Dauterman (Cp/B)
Evp/Executive Experience Director: Matt Walsh (Cp/B)
Jr. Digital Artist: Michelle Hicks (Cp/B)
Vp/Executive Creative Director: Tom Markham (Cp/B)
Vp/Executive Producer: Aymi Beltramo (Cp/B)
Vp/Director Of Video Production: Chad Hopenwasser (Cp/B)
Evp/Chief Digital Officer: Ivan Perez-Armendariz (Cp/B)
Associate Creative Director/Art Director: Mike Kohlbecker (Cp/B)
Chief Creative Officer: Rob Reilly (Cp/B)
Vp/Creative Director: Robin Fitzgerald (Cp/B)
Associate Creative Director/Copywriter: Alexandra Sann (Cp/B)
Senior Interactive Motion Designer: Anders Svensson (Cp/B)
Vp/Executive Creative Technology Director: Dan Fox (Cp/B)
Associate Technical Director: Harold Jones (Cp/B)
Associate Creative Director/Copywriter: Jamie Toal (Cp/B)
Vp/Executive Creative Director: Jason Gaboriau (Cp/B)
Jr. Digital Artist: Sabrina Fraley (Cp/B)
Associate Creative Director/Art Director: Tushar Date (Cp/B)
Client Brief Or Objective
After 16 years without advertising, Grey Poupon’s sales were on the decline. It was time for the brand to make a 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 released “lost footage” from the iconic TV spot from the 1980’s. 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.
Outcome
“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.
Relevancy
The entire campaign, particularly the interactive video and prize components, were centered around the product itself. The product was woven directly into the story, and played a huge role in driving the the work. The brand personality and the physical jar of Grey Poupon became a navigational point around which the work was created.
Implementation
Grey Poupon needed to leverage the positive nostalgia around the brand, but make it culturally relevant for a new generation of consumers. We decided to put a new twist on their iconic TV spot from the 80’s and transform it into an immersive, multi-media experience. By doing so, the campaign blew away Grey Poupon’s projections for video views, site visits and digital media results. It also exceeded expectations for public response and achieved 176MM earned media impressions.