New from Maldon Salt…

Experiential / Integrated / Foodservice / PR / Social Media / Retail/Consumer

The Task

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.

Maldon Salt Merchant’s Range Masterclass
Maldon Salt Merchant’s Range Masterclass
Maldon Salt Merchant’s Range Masterclass
Maldon Salt Merchant’s Range Masterclass
The Solution

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.

The Results so far…

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:

  • Top Michelin-starred chef Lisa Goodwin-Allen as campaign figurehead
  • Masterclass live-stream made available to 75k Instagram followers
  • Key media attendance across trade and retail press
  • Top UK influencers in attendance with millions of combined followers
The masterclass was brilliant (learnt so much!) it was super and we had a fab time
The Caterer
The jellybean team really understood how important these new additions to the Maldon Salt family are. The activations they came up with were fantastic – they really made the most of our partnership with Countertalk and made sure our new salts got the exposure they deserved.
Senior Brand Manager, Maldon Salt
It’s been great working with jellybean on a campaign for Maldon (the best salt out there!) that was also centred around young chefs and developing their skills – something which really aligns with my own values in the kitchen. The masterclass and supper club were both great fun to do, massively helped along by the fantastic organisation of jellybean and the Countertalk team.
Lisa Goodwin-Allen

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,
    Leatherhead,
    Surrey
    KT22 8DY
  • +44 (0)1372 227950
Surfers Against Sewage