How to Turn a 200-Year-Old Brand into a Challenger | Josh Daly (Grey Poupon)

Send us Fan MailHow do you make a 200-year-old heritage brand behave like a modern challenger — without losing what made it famous?In this episode of Makin Mighty: The Challenger Sessions, Simon Greenwood-Haigh speaks with Josh Daly, who helped take Grey Poupon from being “in the wilderness” to behaving like a brand with a clear point of view.We get into:why Grey Poupon got delisted (and why that was actually useful context)how to spot duplication and pull away from the incumbentwhat was sacred (product quality, the jar) vs what had to change (tone, audience, comms)fast, scrappy insight gathering (farmers’ markets, real conversations)the tactics that moved the needle: a challenger campaign, relevant creators, merch, and smart use of datawhat Josh would do more of, less of, and avoid completelyIf you’re trying to modernise a legacy brand or sharpen differentiation in a crowded category, this one will land.Link: www.makinmighty.comIf you found this useful, please share it with someone building a food or drink brand who’d get value from it.You can follow me on LinkedIn, TikTok or Instagram for clips and extra insights: just search for @MakinMightyAnd if you’ve got a question you’re wrestling with right now (brand, growth, retail, positioning) email it in. We’re collecting real questions from founders and we’ll use those to shape future episodes.Thanks for listening. See you next [email protected]