How do you convince consumers to pay more than twice the price of its competitor for a jar of mustard?

The answer lay in the strategy that I developed.  Equate Grey Poupon with high quality and one of life’s finer pleasures while conveying that this is something truly different and superior that they can afford.

The 1980s “Rolls Royce” advertisement is credited with making Grey Poupon the best-selling mustard in the United States. And I won the Gold Effie for effective advertising strategy.