Maldon Salt’s 140th Anniversary

Retail PR / Consumer PR / Influencer Marketing / Social Media

the task

To celebrate Maldon Salt’s 140th anniversary we were tasked with coming up with an exciting and engaging campaign to mark this milestone whilst driving awareness and brand loyalty.

the solution

An integrated campaign including an extraordinary birthday party in the sky.

Maldon Salt ‘elevates’ dishes, so what better way to celebrate this milestone than having a special birthday lunch 100ft up in the sky. We arranged a take-over of the London in the Sky venue at the O2 and invited a number of special guests, including Maldon Salt VIP’s, media and even competition winners, as part of an exciting and exclusive on-air campaign we set up with Magic Radio. To add further excitement before the event, each guest was sent a unique invite in the form of a Willy Wonka style golden ticket inside a limited-edition Bare Bones chocolate bar, which was created as a special collaboration to mark the anniversary. During the event as well as having delicious food featuring Maldon Salt, there were also Maldon Salt cocktails and birthday goodie bags, including a customised birthday cupcake for our guests to take away.

Other key elements of the campaign included delicious new recipes inspired by British nostalgic puddings. As well as social media activity including ‘salt stories’ showcasing some of the extraordinary chefs, people and brands that use and love Maldon Salt, along with foodie influencer partnerships to inspire people to use Maldon Salt to elevate their dishes. Not to mention consumer PR and a supper club event with Mob.

the results

The whole campaign was a great success, with some impressive reach and engagement figures and fantastic feedback all-round.

Some feedback from the event:

“It was such a lovely way to celebrate Maldon’s 140th. A great experience” The Grocer

“What an incredible afternoon.”
Love Food

“Thank you so much. It looked like you were an official sponsor of London in the Sky”
The Metro

Competition on Magic London radio: nearly 1k entries, 2.1m OTH
Recipe coverage: 88m
Instagram ‘Salt Stories’ series: 52.8k views, 1.1k engagements

“I have had the pleasure of working with the jellybean team for over 3 years now and during that time we have worked on some really memorable projects together. This year we put our trust in jellybean to create a truly extraordinary event for us and they certainly did that. One guest who attended our 140th Birthday event at London in the Sky said to me on leaving “I don’t think any brand event is ever going to top this” – you can’t ask for anything more than that!”
Assistant Brand Manager

Jellybean Creative Solutions

jellybean is an award-winning independent food and drink integrated marketing agency, specialising in foodservice, convenience retail, trade FMCG and consumer. Offering a one-stop-shop, from consultancy to activation across design, marketing, PR, social and digital communications.

Contact Details…
  • Jellybean Creative Solutions,
    15-17 The Crescent,
    KT22 8DY