Brief:
An adaptation of the D&AD Grey Poupon brief, instead of targeting the US demographic, the campaign reintroduces Grey Poupon to UK milleninnals aged 18-24, to use Grey Poupon as an everyday luxury for cooking.
Insight:
Millennials lack familarity to Grey Poupon and knowledge of how to enhance their cooking game and the difference of putting Grey Poupon on.
Solution:
Grey Poupon PUT IT ON playful guerrilla marketing campaign encourages creativity, imagination and discovery. The approach is direct, bold and expressive through typography. The campaign uses wit to resonate with 18-24 year olds to be more experimental with cooking by adding mustard. As part of the MUSTard TAKE OVER, PUT IT ON stickers are located on products from chicken to carrots in supermarkets, that encourage the use of mustard on absolutely everything. A PUT IT ON app alongside the stickers enables people to discover how to enhance their cooking skills using mustard recipes by scanning ingredients. The app will inform and build a community of fellow yellowers.
