Never has a (very) simple salad dressing recipe caused so much interest. And Grey Poupon, together with agency, Zeon Group, have been very clever to latch onto the attention Olivia Wilde has triggered with her salad dressing Harry Styles tryst. The brand has released 100 limited-edition jars labelled, Don’t Worry Dijon (playing on the film, Don’t Worry Darling, in which the tangled (alleged) romance began.)
For those of you not listening to celebrity gossip this year, Olivia Wilde’s former nanny and ex-partner, Jason Sudeikis have set celeb sites on fire with their chatter about Wilde leaving the family home one night to take her special salad dressing to Styles. According to the nanny, Sudeikis threw himself under her car to stop Wilde leaving after discovering flirty text messages between Wilde and Styles.
Grey Poupon’s Don’t Worry Dijon jars include the viral recipe and a line that reads “serve over salad; savor with style” on the back.
“Grey Poupon is all about savouring joie de vivre and embracing life’s unexpected moments when they come along. After being called on and brought into #saladgate, how could we not enter the chat in a fun and playful way?” stated Kraft Heinz senior marketing analyst, Sema Dibooglu. “At Grey Poupon, and more broadly, at Kraft Heinz, we are transforming our marketing to lean heavier on creativity and to be more breakthrough in culture to better connect with our consumers. We’re thrilled at the response we’ve received and are looking forward to getting ‘Don’t Worry Dijon’ jars into the hands of our fans.”
PS: According to Wilde’s Instagram account the “special salad dressing” originates from Nora Ephron’s 1983 book, Heartburn, and is a simple mixture of red wine vinegar, olive oil and Grey Poupon mustard.
