Morton Salt

La Mask AgencyLauren Kelly, Molly Ronis, Adrian Adamo, Kathy

Nguyen, Saskia Sumida, Adriana Taboada

Assignment

Goal is to increase Morton’s sales 10% by end of 2015

History● Has existed for over 160 years (was

first Richmond & Co. before acquired by Joy Morton)

● First company to brand salt● In 1911 Morton added magnesium

carbonate, an anti-caking agento Inspired “When It Rains It Pours”

● In 1924 Morton added iodine to salt for health purposeso Iodine deficiencies were increasing

and adding the necessary nutrient to salt was the solution

Learning/ResearchResearch Methods:● Mintel, Morton’s website, & various online articles

Category: Iodized Salt ● Morton’s is largest within iodized salt category● Iodized salt considered a staple in general health foods● Morton Salt has nine production facilities covering a broader

geographic footprint than any other North American deicing salt supplier.

The Customer:● likes to share food or place emphasis on flavor● Buying decisions driven by recognition, price, size, container

(metal pour mouth)

Insights & DiscoveriesMarket:● Sales are plateauing

o Mature brando Little new customer acquisition

Brand: ● Iodized Salt is a Benefit

o Customers not aware, however

● Personality is a Benefito ‘Classic,’ ‘Trustworthy,’ ‘Home-y,’

‘Family,’ ‘American,’ ‘Legacy'

Insights & Discoveries, cont.Consumer:● Health Trend:

o Customers wary of salt/sodiumo Salt consumption, usage downo “Grab-and-Go” lifestyle, fewer cook at home with own ingredients

● Experiential Eaterso “Foodie” cultureo Instagram

● Motivated by Celebrity Cultureo Food Networko ‘Top Chef,’ ‘Chopped,’ ‘MasterChef,’ ‘Hell’s Kitchen,’ etc.

● Less Motivated by Priceo Will pay for quality, long-lasting ingredients -- but need incentive!

Creative Brief● Target: People who want better tasting food● Purpose: Become aware of the culinary benefits of adding salt to

food, and increase consumption● Current Response: “I used to buy Morton salt, but then I

realized private label brands are cheaper”● Position: “We are the time-tested, classic brand, and the original

iodized salt”

Creative Brief Cont. ● Benefit: “We have a legacy of producing iodized salt in the U.S.

that the customer can trust”● Support: “We have a legacy – we were the first brand to iodize

salt in 1924”● Desired Response (after communications program) : “I had no

idea Morton’s was the original iodized salt, I want to keep using it as a tradition in my family for generations to come”

● Personality (what the communications should look & feel like): “Wise,” “Trustworthy,” “Home-y,” “Family,” “American”

Sales Promotion● Morton Salt end-of-aisle display in grocery stores using ceiling

& floor space● Have yellow umbrellas (cardboard, double sided copy)

hanging from the ceiling above at end-of-aisle display● Blue, watery, glittery footprints leading to display. At the end,

show tagline, “when it rains, it pours.”● Salt tubs in display as well as recipe cards utilizing Morton Salt● Cardboard cut out silhouette with an umbrella (Morton Salt

Girl) with slot holding the recipe cards (with a save the date on the back!)

Morton Salt

Recipe Card

Back

Front

Morton Salt End-of-Aisle Display

Event ● Morton Salt Presents “Flavors to Savor”: Boston

o Hynes Convention Centero One weekend in April (April Showers; “when it rain, it pours”)

● Emphasize great tasting food with Morton serving only as support in order to have more people from target audience come (people who value flavor)

● Different stations inspired by chefs in the Boston area representing a wide variety of cuisineso Tables will have food and accompanying recipe cardso Chefs will pay a small fee to have their own booth as well as

a merchandise table (inc. items such as gift certificates)● Women in Morton Salt Girl costume near booths to hand out

samples/recipes

Event (continued)● Food celebrity guest (Curtis Stone)

o Big draw of the event● Free event but participants must RSVP on a

site such as eventbrite to ensure space is available

● Drinks available for purchaseo Bar with Morton Salt rims

● Raffle ticket sales ($5 p. ticket, $20 p. five tickets) to win a trip to The Bahamas, where the winner can spend one day visiting the Morton Salt production site

SuccessSales Promotion● Point of purchase promotion● Hitting grocery stores, the best place to reach our target

consumers● Catches attention of children (floor space) and the older

consumers (ceiling space)● Makes salt exciting & brings on a feeling of nostalgia● Recipe cards encourage use of Morton’s products (table salt, sea

salt, light salt, etc.)● Links with Boston Food Showcase Inspired by Morton Salt event

with Save the Date incentive

SuccessEvent● Creating relationships w/ local chefs (Getting product into

restaurants)● Creating relationships w/ top chefs (Curtis Stone)● Creating community relationships (reminding families about

Morton)● Creating memories (Maintaining the idea that Morton Salt creates

experiences)o Raffling off Tripo Seeing top chefs o Taste testing & drink samplingo Hitting all the senses & linking comfort & happiness w/

Morton● Encouraging salt use & emphasizing the importance of seasoning

food● Easily recreated in other cities if successful

Questions?