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34% shift in perception for Maldon Salt

Bauer Media’s advertising helps heritage-salt making business achieve fantastic results on-air and online. About Maldon Salt Company was established in 1882…

Bauer Media’s advertising helps heritage-salt making business achieve fantastic results on-air and online.

About

Maldon Salt Company was established in 1882 in Maldon, Essex. It is a heritage salt-making business known for its artisanal methods and quality product. With a history spanning over 140 years, they are globally recognized for their distinctive pyramid salt flakes. Committed to innovation and sustainability, Maldon has been an inspiration to culinary enthusiasts and remains a leader in the gourmet salt industry.

Campaign Purpose

Maldon Salt set Bauer 3 core objectives:

  1. Increase brand awareness amongst both new and existing customers.
  2. Shift perceptions by promoting themselves as an accessible product for all.
  3. Promote their new product launch while increasing sales of Maldon salt grinder.

54% said the campaign made them want to try or buy Maldon Salt
50% took some form of action as a result of the campaign

Message and Action

It was perfect timing – starting with an organic on-air conversation on Absolute Radio’s entertainment-led Hometime show with presenters, Bush and Richie (4-7pm) that evolved into a nationwide hunt to find the UK’s best chippy. The audience were hooked and messaged in overwhelming support to make this a reality. The key ingredient was to find a sponsor as the perfect accompaniment. Welcome – Maldon Salt. This unique campaign brought a new advertiser to radio that engaged with the Absolute Radio audience, resulting in huge success in increased sales and a delighted client – combining editorial & commercial perfectly; like fish and chips.

34% shift in perception, say it changed how they felt about Maldon Salt

46% saying it made them feel it was a brand for them
+50% increased brand awareness

“Being a British family business since 1882, we glow with pride over traditions, so partnering with Absolute Radio on ‘The Hometime Chip Shop Tour’ was the perfect fit. With this campaign, we were able to communicate that you don’t have to be a cook or chef to enjoy Maldon salt. We are confident the campaign accelerated our growth by bringing new consumers into the brand in run up to a key “foodie” season. “

Steve Osborne, Managing Director, Maldon Salt