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Windsor Culinary

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Add a special touch to every meal

Windsor Salt is an iconic Canadian brand that holds a leader position in the category. In the past two years, they wanted to increase household adoption of premium salts including pink salt. Although Windsor is highly trusted, they weren’t seen as a specialized salt brand by consumers.  Tell me more

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Windsor Salt is an iconic Canadian brand that holds a leader position in the category. They’ve maintained their strength by constantly finding new ways to connect with their consumers and market trends, while showcasing the brand in a fresh and modern light. Over the past two years, Windsor wanted to increase household adoption of premium salts including pink salt - an ingredient that ranked on the hottest list of 2020, thanks to an ever increasing base of foodie shoppers.

Although Windsor is highly trusted, they weren’t seen as a specialized salt brand by consumers. Our mission was to make Windsor’s pink salt the top choice for Canadians.

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.

$ 73,000
Media Budget
6.6 Million
Impressions
2.45 Million
Reach
1.3 Million
Completed Views
$ 0.03
Average Cost Per Reach
$ 0.06
Average Cost Per View

Spring campaign

Our healthy natural foodies love food trends, so we focused on creating consumption occasions around original and trendy seasonal recipes. From a delicious healthy snack, to a beautifully crafted summer salad, to that drink you’ve been eagerly waiting to enjoy at the end of your week, Windsor Pink & Sea Salts are the special touch you need to impress your guests.

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.

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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.

Winter Campaign

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Credits

Strategy Rafif Hajsaleh
Account Director Camille Reed-Brissonnet
Client partner Yasmine Zeggane
Nadège Milord
Creative Direction Simon Chénier-Gauvreau
Art Direction Laetitia Combebias
Édith Morin
Copywriting Éliane Bourque
Laura Black
Antoine Cayouette
Andrew Morgan
Video Direction Les Garçons
Alex Miglierina
Graphic Production Jean-Michel Lavoie
Mateusz Markiewicz
Rafik Andraos
Product Photography Marie-Pauline Drouot
Production partner L'Éloi
Production Marc Desjardins
Product Photography Les Garçons
Marie-Pauline Drouot
VP, Media Caroline Pilon
Media Director Évelyne Tourigny
Brand Marketing Manager Jessica Barker
Brand Marketing Manager Christina Siokas
Senior Marketing Activation Manager Daniel Beliveau

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