Agency: Grey, San Francisco, CA

The Salt Institute is the legislative force on behalf of the salt industry, located in Washington DC. Our team at Grey produced an integrated campaign leveraging our client’s small budget to make a memorable salt-of-the-earth character aptly named Olde Salty, ten short videos, a numerous amount of salty social posts, and even a physical salt shaker that tweets from @Olde_Salty whenever it’s turned over and shaken.

We produced an outrageous-and-totally-made-up-sounding-but-actually-true 1000% increase in engagement on social media (they boomed to like 50k followers in the year following), obliterating the client’s expectations, as it was the first time in a decade that people started talking positively about salt.