Unlike a number of high profile brands that’ve recently resorted to begging for likes, Grey Poupon have masterfully carried their storyline into the digital age.
In line with their exclusive brand, their Facebook page is not open to everyone.
Refreshingly, they’re asking Facebook users to submit an application to be considered into their exclusive “Society of good taste”.
How do you qualify? Simple. You need to have class, sophistication and …you guessed it… good taste.
How does Grey Poupon decide if you have good taste? An app scans your Facebook profile to see if you qualify.
“Many apply, few cut the mustard.” Brilliant!
Once you’re in, you qualify for membership rewards and other benefits available only to “classy” people.
Grey Poupon’s Facebook campaign is a great example of a classic brand reincarnated into its digital self while maintaining its essence and heritage.