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Kraft Foods Group Inc. plans to air the ad only once on TV, after which it will be available online. According to Kantar Media, a 30-second spot during the Oscars this year is estimated to cost $1.7 million. But Kraft, based in Northfield, Ill., is hoping the high-profile placement will help spark enough interest to engage people in online marketing campaigns. "It's the classiest award show of the year, so it's very in line with the brand," said Braun, who noted that the marketing for the Dijon has always made fun of its own upper-crust image. Last year, for example, Kraft began an online campaign with a members-only Facebook page called "The Society of Good Taste." Fans had to apply and have their profiles screened to determine whether they met the club's standards. For example, people were given points for liking the opera and New York Times, or living in Chicago or New York and attending Ivy League schools. Points were taken away if people used poor grammar in their posts. Jokes aside, Braun said there's a seed of truth to that higher-end image; Grey Poupon customers tend to be skewed toward household incomes of $70,000 or more.
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