1. Does your Facebook
‘Cut the Mustard ’ ?
Group 1: Kelly Aranibar, YasminBagha,
Emily Bartlett & Nick Cafferky

2. Agenda
• Background
• Consumer Perception
• Consumer Learning
• Consumer Attitude
• Conclusion
• Discussion

3. History
•First made in 1777 in
Dijon, France
•Brought to U.S in 1946
when recipe was bought
by Heublein Company
•Has been owned by
Kraft foods since 1999

4. Products
Classic Dijon Country Dijon Bistro Sauce

5. Consumer Perception
Exposure:
• Already known for its successful marketing
campaign in the 1980’s
• Unique appearance
– Traditionally in a glass jar
– Slightly higher price
– Three different flavors

6. Consumer Perception
Attention:
• Significant exposure in the 1980’s
– Original Commercial
– Became a part of cinema culture
– It’s been 15 years since last advertising campaign

7. Consumer Perception
Attention:
• New approach to
social media:
– “Society of Good Taste”
• Facebook page checks
profiles
• Pinterest is an
extension of Facebook
page

10. Consumer Perception
Comprehension:
• Second largest mustard sales nationwide
– Still haven’t saturated market for 18-34 year olds
• Digital marketing
• Social media
– Risks of new campaign

11. Consumer Learning
Behavioral Learning:
• Classical Conditioning
– Consistent campaign
– Repetition
– “The Fancy Mustard”
– Increased association

12. Consumer Learning
Instrumental Conditioning:
Positive Reinforcement
• Acceptance into The Society
• Positive association with the products & brand
• Purchasing behavior
• Brand loyalty
Punishment
• Rejected by The Society
• Discourages purchasing
behavior

13. Consumer Learning
Vicarious Learning:
1. Attention
2. Retention
3. Production
4. Motivation

14. Consumer Attitude
Social Judgment Theory
– Generational gap
– Facebook campaign
Tri-Component Model
– Affective Component
– Emotional appeal
– Product personality

15. Consumer Attitude
Katz Functionalist Theory
– Value-expressive
function
• Symbol of desired
in-group
– Utilitarian function
• Rewards

16. Consumer Attitude
• Persuasion Technique
– Scarcity Principle
• Limited access
• Higher demand

17. Conclusion
• Effectiveness Almost 58,000 Facebook “Likes”
•24,000 more than French’s
• “Gray Area” •Grown by 4,000 since Oct. 23
• Advice 7,152 people are “talking about”
Grey Poupon on Facebook
•French’s has 311

18. Conclusion
• Effectiveness
• “Gray Area”
• Advice

19. Conclusion
• Effectiveness
• “Gray Area”
• Advice

20. Discussion
Any takers?

21. Works Cited
• “Are you refined enough to be a fan of Grey Poupon'sFacebook page?.” (2012, September 12). Advertising Agency & Marketing Industry News -
Advertising Age. Retrieved October 23, 2012. < http://adage.com/article/creativity-pick-of-the-day/refined-a-fan-grey-poupon-s-facebook-
page/237159>.
• Coffee, Patrick. “Are You Snooty Enough for Grey Poupon?” – PRNewser.N.p., 13 Sept.
• 2012. Web. 20 Oct. 2012. <http://www.mediabistro.com/prnewser/grey-poupon-snooty-facebook-campaign_b45081>.
• “Grey Poupon | Facebook.” Grey Poupon| Facebook. N.p., 2012. Web. 22. Oct. 2012.
• <http://www.facebook.com/greypoupon>.
• Grey Poupon (greypoupon) on Pinterest. (n.d.). Pinterest / Home . Retrieved October 23,
• 2012, from <http://pinterest.com/greypoupon>
• Kraft Foodservice - Grey Poupon . (n.d.). Welcome . Retrieved October 23, 2012, from
<http://www.kraftfoodservice.com/productsandbrands/spreads/greypoupon/default.aspx>.
• Olson, Elizabeth. “ADVERTISING; Grey Poupon Ups the Ante On Assuming An Elite Image.”The New York Times. The New York Times, 12 Spet. 2012.
Web. 20 Oct. 2012. <http://www.nytimes.com/2012/09/12/business/media/grey-poupon-mustard-ups-the-ante-on-its-highbrow-image.html>.
• RepMan. (2012). Can a brand spread good taste in a tasteless society?. <http://www.repmanblog.com/repman/2012/09/can-a-brand-spread-good-
taste-in-a-tasteless-society.html >
• The Best-Selling Condiments in the U.S.: No. 11 Best-Selling Condiment: Grey Poupon
• Mustard - BusinessWeek. (n.d.). BusinessWeek Slide Shows and Multimedia. Retrieved October
23, 2012, <http://images.businessweek.com/ss/10/10/1007_bestselling_condiments/12.htm>.