Morton Salt
GTM STRATEGY
RECIPE DEVELOPMENT
SOCIAL
GTM STRATEGY
RECIPE DEVELOPMENT
SOCIAL
Finding a fresh voice for a 19th-century household name. Morton Salt tapped the Code and Theory team for video concepting, content strategy for interactive sites, social calendars, national campaigns, and (bonus) recipe creation utilizing my recipe development background.
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Saltboard x Explore Salt Campaign: Take a journey of flavors and sounds to find new ways to salt like an expert through this interactive website and social takeover. Oh, and we worked with a sound designer to capture the ultimate salt pour onomatopoeia.
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The Right Salt Campaign: There’s salt, and then there’s the right salt for baking, brining, braising, and so much more. This project included digital videos and creating a full pre-pro document for the shoot, an interactive website, and recipe development focused on salt textures.
Links: Website / video 1 / video 2 / video 3 / video 4 / video 5
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#EraseFoodWaste Program: Over 40% of all household food is wasted. We created this campaign as a CSR and global initiative to help consumers be more conscious (and create great recipes with Morton). The campaign launched as a nationwide, dynamic billboard alongside recipe inspiration via social posts, cooking classes at Sur La Table locations around the country, and influencer partner content focusing on scrappy recipes. I led and oversaw all copy as well as developed recipes hosted on the landing page. The campaign is still active today.
Saltboard x Explore Salt Campaign: Take a journey of flavors and sounds to find new ways to salt like an expert through this interactive website and social takeover. Oh, and we worked with a sound designer to capture the ultimate salt pour onomatopoeia.
The Right Salt Campaign: There’s salt, and then there’s the right salt for baking, brining, braising, and so much more. This project included digital videos and creating a full pre-pro document for the shoot, an interactive website, and recipe development focused on salt textures.
Links: Website / video 1 / video 2 / video 3 / video 4 / video 5
#EraseFoodWaste Program: Over 40% of all household food is wasted. We created this campaign as a CSR and global initiative to help consumers be more conscious (and create great recipes with Morton). The campaign launched as a nationwide, dynamic billboard alongside recipe inspiration via social posts, cooking classes at Sur La Table locations around the country, and influencer partner content focusing on scrappy recipes. I led and oversaw all copy as well as developed recipes hosted on the landing page. The campaign is still active today.
THANKS FOR STOPPING BY.
XX, JG