Kraft Foods puts a twist on its Grey Poupon advertising to introduce its new yellow mustard in a national print campaign from J. Walter Thompson.
With the tagline "Yo, pardon me," the ads are a take off on the long-standing "Pardon me" campaign for the Grey Poupon brand.
"We wanted to leverage the equity of the brand and make it more mainstream," said a representative for Northfield, Ill.-based Kraft.
JWT Chicago created several executions for Grey Poupon Yellow that broke this month and will run through October in mainstream publications including Gourmet, People, TV Guide and Martha Stewart Living, said a Kraft representative.
It is the first work that the Chicago agency has created for Grey Poupon since picking up the brand after Kraft acquired Nabisco last year.
One ad shows a woman's hand holding a hamburger caked with yellow mustard, with her pinkie finger out. The copy reads "Hey, put that pinkie down."
Another shows a hot dog with the vibrant yellow mustard. "Mustard's yellow? Who knew?" reads the copy.
With a black background, the yellow mustard has a halo-like glow.
The product launch is backed only by print and no broadcast is planned at this time, the Kraft representative said.
Media spending on the product launch was not disclosed. Kraft spent $5 million on advertising for Grey Poupon last year, according to Competitive Media Reporting.