“”We successfully combined Morton’s iconic brand assets with clean typography and bold graphic shapes to create a design system that celebrates Morton’s rich history while feeling relevant to today’s consumers,” explained Clark Goolsby, Chief Creative Officer, Chase Design Group, the agency that created the new look in Morton’s announcement.

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The AR Campaign: Morton also announced an integrated marketing campaign across all channels, “in-store, digital and social media activations, as well as PR and influencer programs.” On top of that, certain culinary salts will have a QR code that will activate an AR experience.

They are described as giving “several fun and educational ways” to engage with the brand. Among them is supposed to be the chance to see the two-dimensional Morton Salt Girl come to life.

Denise Lauer, Chief Marketing Officer, Morton Salt, Inc, observed:

“As consumers continue to spend more time at home cooking and bring new digital tools and technology into the kitchen, this is the perfect time to deliver an all-new experience with the Morton brand.”

Morton Salt is also hopping on another trend that we touched on in What’s for Dinner? Chefbot Has the Answer: helping people reduce food waste. The salt company puts it in grander terms, citing a “mission to Erase Food Waste,”  and it plans to deliver recipes that use ingredients people have at home through the AR.

I’m wondering if any of the recipes will work without Morton’s products. I believe it does pay for brands to do that – offer what their customers will find useful even if it doesn’t promote the product they sell directly.

 

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