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New Blood Entry — Long Live the Dijon

Award: Yellow Pencil

Grey Poupon / 2021

The challenge was to refresh Grey Poupon’s brand identity to target affluent millennials. My approach was to bring together playful wit with traditional French craft, poking fun at the ‘Pardon Me’ days. Millennials are interested in the story of a brand. They want to know they can trust a brand by connecting to its origin.

Touching on Grey Poupon’s relationship to France’s culinary history, as well as its cultural relationship to the city of Dijon, this refresh communicates Grey Poupon’s staying power as a purveyor of excellently crafted Dijon mustard.

In engaging the audience with a limited edition ‘Box of Delights’, consumers can connect to Grey Poupon and engage with France’s culinary traditions. All of which would be facilitated by Grey Poupon’s classic Dijon mustard.