the task
We were tasked with creating an engaging HORECA-focused campaign that would highlight thought leadership, showcase Maldon Salt’s quality, and position the brand as a trusted partner to the hospitality industry.
the solution
Celebrating the most influential Maldon Salt users in the UK hospitality industry, we created the first of an annual power list: The Maldon Salt 50.
We leveraged Maldon Salt’s incontestable network of chefs to honour current advocates and inspire new users to expand it even further. The campaign brought together the best of the best to show that people who care about food choose Maldon Salt.
We created a power list of the top 50 Maldon Salt users in the UK, broken into 5 core categories – The Innovators, The Next Generation, The Educators, The Establishments, and The Influencers. We designed a beautiful magazine featuring engaging profiles of each candidate, which was distributed with the last ever hardcopy version of iconic industry magazine The Caterer.
Each of The Maldon Salt 50 candidates received a beautifully curated gift box including NPD samples, a bottle of bubbly (from Maldon’s neighbours Tuffon Hall), an exclusive pin badge, and their very own copy of The Maldon Salt 50 magazine. The list was then launched through a coordinated press release and social media campaign.
This generated a wide range of social media content, not only from Maldon Salt’s own Instagram page and our own socials, but also through user-generated content from the nominated chefs.
Marketing Executive
the results
The campaign was a resounding success, achieving significant engagement and brand exposure. Over half of The Maldon Salt 50 created organic content to share on their own – and very influential – social media channels. The campaign reinforced just how loyal Maldon Salt’s network of users are and their influence in the hospitality industry.
- 224,000 opportunities to see via PR
- 106,000 website visits
- 4,185,000 opportunities to see on socials
Some feedback from The Maldon Salt 50:
“Thank you, it’s a real honour to be amongst these names” Adam Byatt
“So honoured to be featured in the Maldon Salt power list! In amazing company in my category.” Helen Graham
“Maldon Salt is a staple ingredient for me both at home and in professional kitchens so to be included means a lot to me!” Michelle Truselle
“I’ve made the Maldon Salt 50! A list of the most influential Maldon users and I am in excellent company! Thank you team, it is such a honour.” Sophie Wyburd
“Thank you Maldon Salt for including me in this inspirational list” Tom Phillips
“Thrilled to be included and a big thank you to Maldon Salt and some of the greats!” Cyrus Todiwala