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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.  

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The objective is simple. We want to raise awareness of the Windsor brand. To increase Windsor’s exposure and to prompt a brand lift, we’ll launch and Out-of-Home campaign including static billboards and bus shelters in targeted Canadian markets.

Sometimes it’s the little things that have the biggest impact. Like how a great burger, brownie or pickle can put a smile on our face. Or how a little salt can bring out even more flavour from our favourite foods.

This warm and playful approach makes Windsor feel friendly and approachable. At the same time, playing with scale here allows us to emphasize taste appeal and communicate our product’s function in a clear, impactful way — especially on a big billboard.


Creative Direction Simon Chénier-Gauvreau
Art Direction Alice Ware
Graphic Design Éloise Daigle
Copywriting Emily Wilkinson
Account director Camille Reed-Brissonnet
Client Partner Valérie Patenaude
Production Reatchy Legros
VP, Media Caroline Pilon
Media strategy Valérie Bourgeois
Daniel Béliveau

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