Winner of the Silver Honor in the Humor category at the 2023 Shorty Awards
Copywriter: ashley hendrix
Associate Creative Director, Art/Designer: David Jensen
Creative Director: Bob Howe (copy) & Katie Rogers (art)
Executive creative director: Jeremy bersano
Agency: Zeno Group
campaign: don't worry dijon
In October 2022, #SALADGATE was trending after an article revealed that Olivia Wilde supposedly won Harry Styles over with a homemade salad dressing recipe. Soon after the scandalous story dropped and fans clamored for the recipe, Wilde took to social to post the recipe, highlighting Grey Poupon as the main ingredient.
Less than 24 hours after Wilde revealed the salad dressing recipe, Grey Poupon took control of the narrative, announcing the release of 100 limited edition ‘Don’t Worry Dijon’ jars.
Grey Poupon quickly seized the opportunity, teasing the creation of these limited-edition jars via the brand's Instagram page, telling fans to keep an eye out for how to get one, and pitching out the post to a variety of media contacts across beats.
Along with the timely rebranded product name, the jars featured a witty take on the recipe copy and a cheeky red feather boa.
To further fan the flames of excitement, 48 hours later, the brand officially announced how fans could get their hands on a jar and followed up with media contacts to secure further editorial coverage.
Generated 530+ placements across online, broadcast and social media, resulting in 1.9B+ earned media impressions.
Secured top tier earned coverage in CNN, People, Delish, Elite Daily, Fox, AdAge, US Weekly, Entertainment Tonight, E! and more.
Drove a groundswell of Grey Poupon stories, touting the timely jars and smart, quick execution by the brand - transforming minor brand mentions in the recipe into brand feature stories.
Bolstered brand recognition and cultural relevance for Grey Poupon in a fast-paced, pop-culture newsjacking moment.
The original Instagram post with the jar mockup garnered 6.6k+ likes and 360+ comments, while the social giveaway for the jars contributed to 1.7k+ potential entries and roughly 2k new followers for the brand’s Instagram (30% increase).
