Experiential / Integrated / Foodservice / PR / Social Media / Retail/Consumer
We were tasked with supporting Maldon Salt with the launch of its new products: the Merchant’s Range of Himalayan Pink and Kalahari Desert; and their expanding Flavoured Range to include Garlic Sea Salt and Chilli Sea Salt. Our strategy included a streamlined approach which capitalised on opportunities presented by its partnership with industry organisation Countertalk.
Using our extensive chef network, we engaged Michelin star chef Lisa Goodwin-Allen – known not only for her amazing food, but also for mentoring young chefs – to host a Maldon Salt Masterclass showcasing the new Merchant’s Range.
One of the first brands to host an event at Fortnum & Mason’s stunning new Food & Drink Studio, Maldon invited six aspiring young chefs from Countertalk’s network to come along, as well as a select group of influencers and media. The intimate audience enjoyed an evening of great food seasoned to perfection and benefited from Lisa’s vast knowledge and expertise. The evening was also broadcast to Maldon’s 75k Instagram followers thanks to a livestream, so those at home could follow along.
Two months later, Lisa and our six young chefs were reacquainted, this time in the kitchens of Wild by Tart to cook a three-course menu using Maldon Salt’s Flavoured Range for an exclusive supper club. Attendees again included key media and some of the UK’s leading influencers, all of whom were able to sample three incredible dishes made with Maldon Salt’s latest flavoured products, with Maldon followers also able to enjoy live updates on socials.
These two key activations ensured that each new range had its own moment in the spotlight. Whilst doing so in collaboration with Countertalk helped connect these two standout launches, as the young chefs went from watching and learning from Lisa, to cooking with her in the kitchen. Both evenings allowed Maldon Salt products to shine through as best-in-class for a range of uses in both professional and home kitchens. What’s more, these events not only engaged those in attendance but a far wider audience both through traditional and social media amplification. We achieved: