Campaign Overview:

Grey Poupon "Make Lunch Gourmet" Campaign

Objective:

The Grey Poupon "Make Lunch Gourmet" Campaign aimed to target working millennials earning over $55,000 a year, positioning Grey Poupon as a luxurious and high-quality brand that elevates everyday lunches into gourmet experiences.

Creative Strategy:

To achieve the campaign's objective, a creative strategy was devised to captivate the target audience. The tagline "Make lunch gourmet" served as the central theme, emphasizing the transformative power of Grey Poupon in elevating lunchtime meals. The packaging was re-designed with a luxury traditional pattern, reflecting the brand's premium status.

Media Placements:

The campaign utilized a multi-faceted media approach to reach the target audience effectively. Billboard advertisements showcased Grey Poupon's luxury appeal, grabbing the attention of millennials on the go. A strategic brand collaboration with Starbucks enabled Grey Poupon's presence in the popular coffee chain, with luxury sachet designs promoting the tagline "Make lunch gourmet" on Starbucks' sandwich, wrap, and salad offerings. Additionally, luxury chests containing Grey Poupon products and a traditional handwritten letter from the Grey Poupon kitchen were sent to the offices of the target audience's employers, further establishing the brand as a premium choice.

Measurement of Success:

The campaign's success was gauged through key performance indicators, including brand awareness and increased sales figures. A surge in brand recognition and a positive impact on sales signified the campaign's resonance with the target audience.

Packaging and Brand Perception:

The re-designed packaging played a crucial role in establishing Grey Poupon as a luxury brand. The traditional pattern added an element of sophistication and allure, enticing new consumers to explore the brand. The partnership with Starbucks provided a broader reach, allowing consumers to experience Grey Poupon's premium mustard, even if they had not tried it before.

Conclusion:

The Grey Poupon "Make Lunch Gourmet" Campaign successfully targeted working millennials with a focus on luxury and high-quality. Through a creative and engaging strategy, Grey Poupon was positioned as a transformative brand, elevating ordinary lunches into gourmet experiences. The packaging redesign and collaboration with Starbucks further strengthened the brand's premium perception, appealing to new audiences and solidifying its status among the target demographic. By measuring the campaign's success through brand awareness and increased sales figures, the impact of "Make Lunch Gourmet" on Grey Poupon's growth and appeal became evident. Please note that this campaign is a personal endeavor and not an official initiative of Grey Poupon or any related brand.