A competition brief set by The D&AD, it was for an American brand of mustard. The brief wanted to keep elements of the branding classic and upmarket, whilst also inviting young Millennials to use the mustard. Grey Poupon's tag line 'Pardon Me, Do You Have Any Grey Poupon?' had been used since the late 1980's and the company had asked for a rebrand. I was inspired by classic French Bistro posters, and the notoriety Grey Poupon has gained within the Hip Hop music community. The term Poupon has been used in many famous rap songs. I wanted to merge that by creating a rap recipe, that could translate to Instagram and TikTok for the younger generations, whilst staying within the elements of old fashioned luxury that Grey Poupon wanted.
The finalised tagline was 'It's In The Jar'. I also kept the questioning nature, with each advert it changes with the foodstuff being advertised, which also correlates to a specific recipe.
The packaging was inspired by repeat patterns that are found on designer clothing and handbags, to add to the concept of modern luxury.
The rap would be posted to Instagram, TikTok, and other social media platforms. This format could be used for multiple recipes that Grey Poupon decide to create. Here the rap is describing how to create mac and cheese.