Morton New Grinders

Morton is a staple of American dinner tables. But many home chefs don’t know the brand beyond its iconic blue box of table salt. So, for the spring-summer launch of their new salt and pepper grinders, we wanted to show America’s cooks the novel ways that Morton can help bring out the best in every dish.

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Highlighting the endlessly more versatile and reusable design of the new adjustable, refillable grinders, we decided to capitalize on the timing of the launch – turning BBQ season into an occasion to enjoy infinite flavor in infinite ways, all summer long.

To envision Morton as part of the summer BBQ experience, we needed to bring that experience to life. One way we did that was in the video’s rich sound mix, which blends warm voiceover and breezy backyard atmosphere. The video immerses you in this time and place, creating a moment between the brand and you.

- Emily Wilkinson, Copywriter