Projects
Peacock Salt
Ayr - Scotland
Getting serious about salt
No mean feat this. Faced with ever more regulations affecting what we can eat, the UK Government is striving to cut the volume of salt in our food – it has set out salt reduction targets for 84 specific food groups and expects businesses to work towards achieving these 2024 targets, although they remain voluntary right now.
What we delivered
- Campaign Management
- Project Management
The Task
Enter our client, Peacock Salt – the largest salt distributor in the UK and the oldest to boot.
Celebrating its 150th anniversary in 2024, Peacock Salt needed a hand launching a new, low sodium salt brand – Saltsmith – to address this dietary challenge.
Saltsmith is aimed at UK food manufacturers with an emphasis on both food scientists and new product development teams. Peacock Salt was particularly keen to get across the opportunity for co-creation with food manufacturers – to determine the best combination of salt options for their products.
The challenge for the launch of Saltsmith was complex. Introducing a low sodium salt sounds simple (impressive alliteration… eh!) But it goes beyond just words.
Changing the type and proportion of salt within a food product has many implications for the manufacturer: packaging, labelling, impact on shelf life and sell by date, visual appeal, re-testing and certification. And suddenly the need for co-creation and collaboration becomes clear – it’s not a quick decision for food manufacturers.
Our friends at Peacock Salt were seeking a marketing agency to drive the planning and implementation of a launch campaign to promote Saltsmith. And that’s where Flourish came in – to get serious about Saltsmith for Peacock Salt.
What we delivered
We worked seamlessly with the in-house team, we jointly developed clear campaign objectives to address these challenges to:
- Launch and position Saltsmith as the solution to low sodium salt for manufacturers in the UK.
- Drive awareness of the new product range.
- Ensure existing customers are aware of the new product opportunity.
- Drive enquiries which lead to sales conversations with the target audience.
We tailored the creation of a digital campaign hub and marcomms content to suit Peacock Salt’s business needs and the launch of Saltsmith in this brave new dietary environment.
What did this mean in reality?
A super-duper branded landing web page communicating all the key benefits of Saltsmith, how the co-creation process works, overcoming anticipated objections and encouraging those oh-so-important initial conversations
Development of all the content for website, email and social media to engage a tailored, UK-wide B2B audience
Management of a paid social campaign on LinkedIn that received a CTR of 1.51%, well above the industry average.
Flourish acted as the glue in the marketing campaign, project managing the whole caboodle and collaboratively joining up each of Peacock’s partners – creative agency, Graven Design, who did the gorgeous brand graphics; its PPC agency, Bread and Butter marketing, who led the awesome paid digital campaign; and last but by no means least, its website agency, Digital Six, who spun up the brilliant Saltsmith landing page.
The Outcome
The observant among you will have noticed that while time flies, we’re not quite in 2024 yet so it’s a smite too early to say the UK Government has achieved its salt reduction targets.
What we can say is that we’re confident that, with this marketing campaign, Saltsmith will see Peacock Salt continue to grow and succeed as its regulatory environment (and consumer demand) evolves as the nation becomes ever more health conscious.
