brief:
background: a box of maldon, something you can find in kitchens across the globe, comes from a 135-year-old family-owned salt works on the southeast coast of england. who uses it? michelin star chefs, foodies, your grandmother.
challenge: the company’s strategy is to expand its north american sales by applying marketing using all available media types. the primary audience is mid-twenty to mid-forty urban dwellers with a love of food and cooking.
idea/insight: “for your next great dish, chef”, approaches the online trends of creating “unlikely but likely food combinations” that millennials have fun sharing on social media. with a humorous yet sophisticated style, any creation can be enhanced by “just a dash” of maldon salt.
“the idea is to make everyone feel like a 5-star chef.”
print media.
*just a pinch, just a dash, just a touch. what salty-sweet-n-savoury flavour combinations can you come up with, chef?
social media.
jumpstarting a social movement where your famous recipes are tried and shared. *chefs kiss* #maldonchef
ooh.
make it rainnnn maldon. (or just a dash)
