Crushing it with Maldon Salt

Consumer PR / Retail PR / Retail/Consumer

The Task

Raise consumer awareness of Maldon Perfectly Crushed Original Salt Grinders. Communicate the product’s unique selling points and availability in UK supermarkets.

The Solution

We therefore seized the opportunity to devise and implement a full PR launch campaign.

Leading with the news hook of the new supermarket listing, we created and delivered gorgeous recipe box press hampers (containing a personalised recipe book and all the ingredients to make peanut butter cookies featuring Maldon Salt) to key consumer and trade press, as well as providing a media bank of incredible seasonal recipes and photography from top chefs featuring Maldon Salt.

With a hard-working press office in place throughout the season we were able to target and seize upon news, product and recipe placement opportunities which catapulted Maldon Perfectly Crushed Original Salt Grinders into the media spotlight and in turn into the public’s conscience and their shopping baskets.

The Results

We exceeded KPIs across every qualitative and quantitative measure set. We achieved more than 20 pieces of coverage across target media including Daily Mail, Sunday Express, Love Food, Foodepedia and many more, with a reach running into millions.

“We are absolutely delighted with the PR campaign and the sales performance of our Perfectly Crushed Salt Mills. The activity with Jellybean created real impact and positivity with media. The resulting editorial coverage has perfectly communicated why our grinders are such a convenient way to elevate food and showcased their eco-friendly credentials, because they can be easily refilled and re-used time and time again.”