The Society of Good Taste
Client: Grey Poupon
Grey Poupon never chased Likes—it deleted them. The Society of Good Taste was a Facebook club so exclusive it scanned your status updates, check-ins, grammar, and spelling to see if you cut the mustard. Pass, and you were welcomed in; fail, and your Like disappeared faster than a canapé, with a genteel nudge toward finishing school.
PRESS
Results
+30% Facebook page growth within a few weeks
100 million+ media impressions
GP became fastest-growing CPG brand page on Facebook (during run)
The Society of Good Taste app was part of the overall Spread Good Taste campaign which garnered:
+18% sales lift
+345.32% consumer interest increase
Awards
Cannes Lion 2013 Silver Promo, Best Use of Promo & Activation; Best use of Social Media Marketing in a Promotional Campaign
Cannes Lion 2013 Bronze, Integrated, Integrated Campaign
London International Awards2013 Silver, Use of Social Media
One Show2013 Merit, Integrated Branding, Integrated Campaign
One Show2013 Merit, Social Media - Best use of Social Media
D&AD2013 Wood Pencil, In-Book Digital Advertising, Use of Social Media
Facebook Awards2013 Silver
Awards
Cannes Lion 2013 Silver Promo, Best Use of Promo & Activation; Best use of Social Media Marketing in a Promotional Campaign
Cannes Lion 2013 Bronze, Integrated, Integrated Campaign
One Show2013 Merit, Integrated Branding, Integrated Campaign
One Show
2013 Merit, Social Media, Best use of Social Media
London International Awards2013 Silver, Use of Social Media
D&AD2013 Wood Pencil, In-Book Digital Advertising, Use of Social Media
Facebook Awards2013 Silver
Taste, put to the test
This was no ordinary fan page. Admission unfolded like a playful rite of passage—language, lifestyle, and reputation all weighed before revealing who had truly earned their place.
Proper taste Evaluation
Many applied, but only those with discerning taste were admitted.
Profiles were checked for linguistic mastery, with grammar slips flagged by witty corrections.
Applicants were judged on worldly recognition, measured by comments and engagement.
Applicants’ check-ins were scanned for cultural escapades, highlighting the sophistication of their outings.
Applicants were ranked by percentile, with only the highest scorers deemed refined enough for entry.
Accepted applicants were formally welcomed into The Society, honored for demonstrating distinguished taste.
Applicants who fell short were shown their percentile ranking and politely denied entry.
Rejected applicants were offered cultured suggestions to refine their taste and invited to reapply.
Members were asked to uphold a code of conduct, pledging to maintain their taste rating.
Members discovered distinctive rewards, from film-and-feast packages to luxury getaways and the famed gravy yacht.
Claiming rewards meant entry into the draw, where fortune favored a tasteful few.
Taste, put to the test
This was no ordinary fan page. Admission unfolded like a playful rite of passage—language, lifestyle, and reputation all weighed before revealing who had truly earned their place.
Many applied, but only those with discerning taste were admitted.
Profiles were checked for linguistic mastery, with grammar slips flagged by witty corrections.
Applicants were judged on worldly recognition, measured by comments and engagement.
Applicants’ check-ins were scanned for cultural escapades, highlighting the sophistication of their outings.
Applicants were ranked by percentile, with only the highest scorers deemed refined enough for entry.
Accepted applicants were formally welcomed into The Society, honored for demonstrating distinguished taste.
Applicants who fell short were shown their percentile ranking and politely denied entry.
Rejected applicants were offered cultured suggestions to refine their taste and invited to reapply.
Members were asked to uphold a code of conduct, pledging to maintain their taste rating.
Members discovered distinctive rewards, from film-and-feast packages to luxury getaways and the famed gravy yacht.
Claiming rewards meant entry into the draw, where fortune favored a tasteful few.
Membership had its privileges
Behind the velvet curtain were prizes as distinguished as the Society itself—gravy yachts, admiral’s tees, film-and-feast packages, and more—all reserved for those who proved their taste.
Membership had its privileges
Behind the velvet curtain were prizes as distinguished as the Society itself—gravy yachts, admiral’s tees, film-and-feast packages, and more—all reserved for those who proved their taste.
Membership had its privileges
Behind the velvet curtain were prizes as distinguished as the Society itself—gravy yachts, admiral’s tees, film-and-feast packages, and more—all reserved for those who proved their taste.
Recruitment, the Refined Way
Gilt framed banners carried lines of charm, each concealing a gentle dare that drew audiences to apply.
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