Morton Salt: Reinvigorating a 168 year old salt brand in 4.2 seconds

Launching "Walk Her Walk"...

This is the story of a salt company that wanted to make a difference in the world and reframe consumer perceptions that "salt is salt" -- a mere commodity. Expand the brand meaning and grow penetration of premium lines (water softening, pool salt, ice melt, and culinary) with younger consumers.

Millennials know the brand because their grandma used it, but they felt Morton was a relic of the past. They did not see it as a 'brand for me".

This cohort wants to change the world but lacks the means to donate large sums. This generation understands that collective leverage = impact.


The idea was to show how the smallest things in life can make the biggest impact, like salt. We partnered with OK GO! who had a history of music videos that go "viral” to launch "Walk He" Walk" and create something as wonderous as the Morton Salt Girl, showing how even small things — like a 4.2-second music video – can have an incredible impact, called “The One Moment.”

The video also highlighted various organizations making an impact in the world the viewer could become involved with, including Girl Forward, Project Art, The Thirst Project, Music Unites, and the Happy Organization, using interactive hotspots to learn more about the organization"in a “Walk Her Walk"Talks” series.

The launch of Walk Her Walk gave millennials other ways to interact with the brand, including a Morton Salt Girl Snapchat lens and interactive bus shelter posters where they could step into her shoes and inspire others to do the same by sharing a picture of them holding the umbrella and uploading to social media.

The result?  

A music video as wonderous as the girl. 

+ Morton became more culturally relevant and re-engaged Millennials, reinvigorated the brand and increased dollar share across the portfolio, led by increased sales on premium lines

1. We made Morton famous!
  • ‘The One Moment’ achieved over 55 Million Views across Facebook, YouTube, Video Networks and Media affiliate placements. Of those, 80% of all views were organic!
  • Coverage related to ‘The One Moment’ achieved 1.1 Billion Impressions with 99% message pull-through.

2. Morton became a fun brand to engage with
  • There were 2.3MM Facebook Engagements (reactions, comments, shares) of which 99.9% were positive across Facebook & Instagram.
  • We increased online brand conversation for Morton by 245% vs. the two months prior and 186% YOY for the same period. Of these conversations, 99% were positive.

3. We breathed new life into the Morton Salt Girl
  • The Morton Salt Girl Snapchat lens resulted in 32.8 Million engagements, 93% of which were sent to a friend. Even celebrities like Ariana Grande and Hillary Duff used the lens.
  • Hundreds of people shared their ‘Walk Her Walk’ selfies with our outdoor posters on social media using the hashtag #walkherwalk.

4. We won over the next generation of Morton consumers, Millennials!!
  • Snapchat users 18-20 reported a brand lift of 19% and users 25+ increased brand favorability for Morton by +10% among those exposed to our content vs. control.
  • Among Millennials who were exposed to the video, we received 232,500 positive reactions (99.9%) to the video consisting of 29K ‘Loves’, 21K ‘Wows’ and 476 ‘Hahas’.
  • We increased total retail sales across the portfolio by 18%, or $4MM in incremental.  A 9.5% increase in the number of Millennial Households purchasing Morton sales in less than 2 months.

Cannes 2x Gold Cannes Lions: Design – Video / Moving Images; Digital Craft – Video / Moving Image. 1x Silver Cannes Lion: Film Craft – Production Design / Art Direction. 3x Bronze Lions: Film - Viral Film; Film Craft - Direction; PR - Social Influencer Communication & Amplification

One Show 1x Gold Innovation in Film/Online; 2x Bronze Pencils one in Music Video and Craft / Use of Visuals.  Merit in Craft: Cinematography, Innovation in Moving Image, Innovation in Branded Entertainment, Direction.

Clios 4x Bronze - Film Technique, Scripted Branded Entertainment, Branded Content Film, and Visual Effects.

Press: Best Ads of the Year, Viral Ads of the Year, AdAge, Forbes, The Drum, Rolling Stone, The Wrap, The Chicagoist

Credits: Janna Reddig - Pitch Winning Brand Strategy Director/Inter-Agency team lead and Max Arevou - Strategic Planner.  Kara Coyle, Amy Gozalka, Liz Taylor, David Hernandez, Joe Sciarotta, and Gayle McCormick - Creative Leadership Team.  Ron Kurian, Michael Myers, and Alexis Dixon - Media Team.  Annie Gray, Paige Robinson, Katie Quinn, Elizabeth Donovan, Abby Inman - Client Account Services Team.  Denise Lauer - Morton CMO (client).  Addtl contributors - Ketchum PR and Code & Theory, OK GO! (Film Direction/Production, Licensed Music).

Symbiotic Strategies LLC
Santa Monica, CA 90403