Get Into Salt: Turning an Ingredient into a Movement

Windsor Salt isn’t just about seasoning, it’s about sparking creativity and bringing people together through a shared love of flavor. Our campaign aimed to transform how food lovers understand salt, not just as an essential ingredient but as the hero of the kitchen.

When Windsor Salt invited us to rethink its culinary story, we created the Salt Social Club – a vibrant collective of chefs, influencers, and home cooks united by a passion for bold flavor and creative experimentation.

This fully branded experience elevated salt from the background to center stage, celebrating all varieties from pink to sea salt.

Throughout the campaign, we showcased standout recipes where salt was the star, delivering mouthwatering visuals and shareable moments that inspired foodies to “Get Into Salt.” With thoughtful styling and creative storytelling, every element was designed to highlight salt’s foundational role in flavor, and to build a thriving community around this simple, yet transformative ingredient.

Get into Salt became more than a campaign; it was a call to action that sparked a culinary movement, inspiring fresh ways to think about, taste, and celebrate salt.

The campaign connected diverse voices and curious palates, demonstrating that collaboration and creativity lead to truly exceptional flavors.