A special touchto every meal

Unsurprisingly, we found that the category uses the product’s provenance as the main selling point. And like all other brands, Windsor’s pink salt was also imported from Asia’s Himalayas, leaving us undifferentiated. To help us break away from this convention, we decided to find a story around product usage vs. features. To do that, we zeroed in on one particular consumer profile. We call them the Healthy Natural Foodies.

Our research showed that they love food trends, they’re interested in healthy recipes, and they’re highly drawn to using pink salt for making a social impression when entertaining loved ones. In other words, for visual effects and showing off. Using this key insight, we positioned Windsor’s pink salt as the special touch every meal deserves. We were hyper-targeted with our media, and built a custom audience using targeting parameters around the common psychographic traits of this consumer profile. This way, we were emotionally connecting with the right audience and giving them a reason for consciously choosing Windsor’s pink salt over other brands.

We created a spot using recipes that emphasize the visual benefits of the product, while providing inspiration around our pink salt’s potential to impress. For the media deployment of our video, we prioritized premium food publishers within the Top 10 sites over-indexing with our targets, maximizing our reach of healthy natural foodies through intelligent targeting. We also added a layer of contextual targeting to increase the efficacy of our message.

More than 2.45 million users in Canada were reached through intelligent targeting and premium contextual targeting (which represents 88% of the total Healthy Natural Foodie audience). This highly precise awareness campaign allowed us to be extremely cost efficient. We delivered the smallest cost per reach and cost per view ever recorded in a paid campaign for Windsor.