Morton Salt has long been the leading producer of premium salt products in the U.S. While brand awareness among millennials is high, they have low penetration.
The foodie movement has created a gap between a sophisticated palette dining out and novice cooking skills at home, but millennials are eager to learn! Therefore, the challenge was twofold: younger consumers simply didn’t know how to cook with different types of salt; and we had to inspire trial. We would need a dramatic way to get in front of the right audience, so we could guide them in cooking with these products, and let Morton shine.
Morton Salt asked us to create a series of videos to teach consumers how to use their different types of salt: Kosher, Fine Sea Salt and Course Sea Salt. Most people don’t know the difference - salt is salt, right? Wrong!
Instead of creating ordinary how-to videos, we set out to develop an educational and immersive experiential content series called, Next Door Chef, that aired between shows on The Food Network and lived on Morton’s owned channels.
We partnered home cooks with experienced chefs in four different markets, then transformed their homes into five star restaurants overnight. Influencers and culinary experts were invited to experience a five-star dinner that was entirely cooked by an apprentice chef in the making. Guests were blown away!
By teaching the correct uses of Kosher Salt, Course Salt and Fine Sea Salt, we showed our audience that the right kind of salt can unlock your inner chef. The series brought Morton Salt to the top of millennial minds and the top of grocery shopping lists; while also instilling the confidence to create their own Instagram-worthy meals at home.
Below you’ll find the Next Door Chef Nashville, Chicago and New Orleans content.
ROLE - For this project, I served as an Experiential Producer and Project Manager, overseeing the creative execution and content production.
Add’l Morton Salt Next Door Chef Content - https://www.mortonsalt.com/nextdoorchef/