Grey Poupon
2021
The 2022 D&AD New Blood briefs were diverse and interesting, however one brief that caught my attention was simply labelled 'Redefine Luxury': its mission? Refresh Grey Poupon’s brand identity to make affluent millennials crave its classic French expertise and quality.
Dating back to 1777, prepared in the original French style with the finest wine and robust grade #1 mustard seeds, Grey Poupon built itself around being a premium mustard brand for the finer things in life. As time has moved on, millennials now lack familiarity with the Dijon mustard market, and apart from the odd reference in hit rap songs, its sales have dwindled over the years. The culprit for this? American squirty Mustard. Brands such as 'French's" & 'Heinz' have dwarfed the sales of premium dijon mustards with their easy to use - sweeter tasting alternative. This Rebrand aims to take on Grey Poupon's childish cousin with an advertising campaign that cuts the mustard - grow up and develop taste with Grey Poupon.
Ben Tattersall
Graphic Designer
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