PRACTICE SAFE SALT: a Sodium awareness Campaign 

WHO?

Salt for Life®, an alternative salt brand of NuTek Food Science, containing potassium, works to deliver improved nutrition through lower levels of sodium with no compromise in taste in comparison to other salt alternatives. As Americans substantially over-consume sodium and under-consume potassium, NuTek wanted to become more well known as an ideal solution for consumers, chefs and food companies desiring great taste, improved nutrition and "clean label" ingredients. 

WHAT? 

After regulations were put on sugars and trans fats, our team decided to create a movement amongst consumers by educating them about salt and sodium and inspiring them to understand that healthy doesn’t mean compromising taste, in order to create a consumer demand for lower sodium options. In the instance that regulations are put on big food brands to lower the sodium levels on the foods they produce, NuTek would be seen as a leader in this conversation. 

Based on our insights, we didn't want consumers to feel like we were preaching to them about the dangers of high sodium diets, so we decided to create a tongue-in-cheek campaign that was more approachable and encouraged engagement. “Practice safe sex” has become a part of popular culture. It has a clear, singular meaning. It is a simple reminder to people that they can engage in a pleasurable behavior in a healthier way. That was our “aha!” moment. We realized we could hijack this common turn of phrase: PRACTICE SAFE SALT.

After a custom photo shoot, we created a highly engaging website, full of quizzes and interactive elements to educate consumers about hidden salt in foods and sodium facts. Also featured on the site is the first of a series of mini-sodes featuring a couple discussing the trials and tribulations of their relationship at what seems to be a therapy session to discuss wandering eyes and cheating. Each script cleverly leads the viewer to the punchline...they are talking about salt. 

I helped to interview actors for the roles, choosing the right "couple" to best engage our target audience, and art directed the video and photo shoots. I supplied edits for each video to the video director/editor and assisted in the design of the website. I helped to write the edgy ad copy and designed social graphics to help drive traffic to the site. 

SO WHAT? 

AdAge published a blurb about the campaign, included one of the campaign’s cheeky photos and highlighted the interactive website and the campaign exceeded client expectations with the following metrics:

Scrolling interactive website

HTML coded animated illustrations in scrolling div

Various paid ad units

Photo shoot selects