Maldon Salt


•   The Maldon Salt community grew by more than 62,700 members in 18 months, and with an engagement rate of over 10%

•   Our on-pack promotion with Maldon received over 93,000 entries and more than 27,000 of those opted to hear more from Maldon Salt, creating a powerful database for the brand to begin an e-CRM program. Due to run for 6 months, we had to cut our on-pack promotion short. Why? There simply wasn’t enough salt to meet demand.

Maldon Salt is a brand beloved by chefs, foodies, and wannabe foodies alike. Despite all their brand awareness, however, Maldon had done little to harness the cultural cache across the online communities who were so regularly promoting them.

We were asked to bring some much-needed flavour to their dormant Maldon Salt social media channels. Both Facebook and Twitter accounts had very small online communities with little to no consumer engagement.

We created an online community which quickly began to receive engagement, with fans offering each other tips, posting pictures of their recipe attempts and occasionally, laughing together about recipe fails. In addition to driving social engagement, we took the lead on an on-pack promotion, building the microsite and managing the promotion and codes.

The on-pack was to run for 6 months, with 500 lucky Maldon Salt fans winning a limited edition Salt Pig each month.