MORTON SALT

“When it rains, it pours.”

 Current Brand Status
•  Nostalgia.
–  Family.
•  Environmental.
–  Sustainable packaging.
–  Substantial donation of funds to aid
preservation.
•  Consistency.
–  Design and logo remains unchanged for
over 40 years.
!"##$%"&'
12"'A&)4$1$-#)+$(1'
! B,#('2"&'-,#'2-."/ ! <2-;(')1'4$(6-3#1'-31+"1(/
! C--9(')1'+")(1'%-3&'.")+(')',""9/ ! C+$;('6-3;-#(/
!""D")4('.)*)>$#"('&"+)1"4'1-'+$5$#*')'2")+128'+$%"(18+"/ ! H)$#1)$#(')#'$#1"&"(1'$#';-+$1$6(/
!""E-"(#F1'2)5"'62$+4&"#/ ! I-++-,('1&"#4('$#'2-."'4"6-&/
! G-3+4'+$9"'1-'.)9"'.$#-&'$.;&-5"."#1('1-'2"&'2-3("/ ! B,#(')'.-:$+"';2-#"/

!"##$%"&'$(')'($#*+"',-.)#/'0+12-3*2'(2"'4-"('#-1'2)5"')'6-++"*"'4"*&""7'2)('.)#)*"4
1-'.)$#1)$#')'&"+)1$5"+8'2$*2'$#6-."/'!"##$%"&'4-"('#-1'2)5"')#8'9$4('-%'2"&'-,#':31'6-."('
%&-.')'6+-("'9#$1'%).$+8',2"&"'1&)4$1$-#'2)(';+)8"4')#'$.;-&1)#1'&-+"/'<2"'2)('6&")1"4'2"&'
Old vs. New
-,#';&)61$6"(')#4')'4)$+8'&-31$#"/'!"##$%"&'%$#4('=-8'$#'6--9$#*')#4'+-5"('"#1"&1)$#$#*7'
9"";$#*'3;',$12'.-4"&#'1&"#4('$#'2-."'4"6-&')#4'$.;&-5"."#1(/'<2"'*)12"&(')'+-1'-%'12$(
$#%-&.)1$-#7')45$6"')#4'$4")('%&-.'1"+"5$($-#';&-*&).(7'.)*)>$#"(')#4'5)&$-3('-#+$#"'
&"(-3&6"(/
S("&'R-)+(L
! D"+$):+"':&)#4(/
0+12-3*2'!"##$%"&'$('$#1"&"(1"4'$#'#",'1"62#-+-*8')#4')45)#6"('$#'(6$"#6"7'(2"'.)$#+8'
! S("&'%&$"#4+8'."4$)/
&"+$"('3;-#'1&)4$1$-#)+'."4$)'1-'*3$4"'2"&'1-');;&-;&$)1"'($1"(/'<2"'$('6-.%-&1):+"'3($#*'#",'
1"62#-+-*8':31'$(')4.$11"4+8'#-1')('(9$++"4'$#'#)5$*)1$#*')('2"&'8-3#*"&'6-,-&9"&(7 ! K#%-&.)1$-#'-#'V2-,'1-W/
:31'$('-;"#'1-'+")&#$#*/' ! C-..3#$18/

!"##$%"&'.)9"(')'4"6"#1'$#6-."7':31'9#-,('2-,'1-'*"1'12"':"(1':)#*'%-&'2"&':369/
! C-#5"#$"#6"/
<2"'%&"?3"#1('6-3;-#'($1"(7'6+")&)#6"'&)69(')1'&"1)$+'-31+"1(7')#4'2)('$#5"(1"4'-#+$#"/'
!"#$%
@-,"5"&7'(2"'4-"('3("'(-."'6)31$-#',2"#'3($#*'12"'$#1"&#"17'5$($1$#*',"++'9#-,#')#4'*.+%>((0%F&*.9#"$#*%
X&)#4UC+$"#1'R-)+(L
"(1):+$(2"4'($1"(7'&)&"+8'5"#13&$#*'-%%'12"':")1"#';)12/''
! G(''+)+%),$09$*+6
! C-#($(1"#68'-%'K4"#1$18/ ! 7.(/#%-$"&':%(&'"&+6
! G((2#%$*%'+$#*%3(9,%-+$'#%$%1++26
! TO;)#4'4".-*&);2$6 ! X$,)$"&%.9&*+,6
J"&(-#)+'K#%-&.)1$-# ,$12-31'+-($#*'63&&"#1/
!""H+$0#%-$)$I"&+#%$&0%8'()#%,+'$*+0% ! N&*+,+#*+0%"&%/(/%49'*9,+6
%%%%*(%3"*&+##%$&0%3$#."(&%*,+&0#6
!"#L'MN'8&(/ 0'1%2)(#3+5%6(L'Q),')#4'B&4"&7' ! S("')+1"&#)1"'%-&.( ! >(''(1#%49,,+&*%1(,'0%"##9+#6
!""J(+#&K*%.$5+%4."'0,+&6
$%&'()%*L'J2-"#$O7'0P D)62)"+'D)87'C<K7'C3&:'0;;")+/ -%'."4$)'(366"((%3++8/ ! Y1&#%$%-(8"'+%/.(&+%$&0%'$/*(/6
+('(,-L'<$#*+" 0'1%2)(#3!,(5%2-L'E)#$"++"'<1""+7' ! L+-8+,%(3%$%):-6
! C-##"61'.-&"',$12'
.%//)#-L'D")4$#*7')#1$?3$#*7' <$4#"8'<2"+4-#7'!-2#'R&$(2)./ "O$(1$#*')34$"#6"/
6--9$#*7'-+4'.-5$"(7')#4'*)&4"#$#*/ +5%7-L'A)&*"17'@"&:"&*"&(7'H)68F(7'
!"#$%"#%"&%$%'(&)%*+,-%,+'$*"(&#."/%$&0%1(,2#%3(,%*.+%'(4$'%)(5+,&-+&*6%7.+%.$#%8++&%(9*%(3%
! C&")1"')';+)1%-&./
0'1%2)(#30%%4L'K1)+$)# <")&(7'06"'@)&4,)&"/ #4.(('%3(,%3(9,%:+$,#%$&0%"#%49,,+&*':%"&*+,+#*+0%"&%3"&0"&)%$%&+1%4$,++,6%!"#$%"#%3,(-%$%#-$''
0'1%2)(#3!2()-(L'!-#$'H$162"++ 8*9)*#3-(%2#-L'5)+;)9/6-.7'(6-11'1&)4"7
89*%*,$0"*"(&$'%3$-"':6%;+,%-(*.+,%1(,2#%"&%*.+%3((0%#+,5"4+%"&09#*,:%$&0%.+,%3$*.+,%"#%$&%
:'4)%L'T)(8'+$(1"#$#*UC+)(($6'&-69/ &"4:--9.)*/6-.7'2*15;&-/6-./ +'+4*,"4"$&<%$&0%#.+%49,,+&*':%,+&*#%$&%$/$,*-+&*%*1+&*:%-"&9*+#%3,(-%.+,%/$,+&*#%.(-+6
!"#$%"#%"&*+,+#*+0%"&%3"*&+##<%'"5"&)%$%.+$'*.:%'"3+#*:'+%89*%+&=(:#%)("&)%(9*%*(%*.+%8$,#6%7.+%.$#
W#+,%B($'#O
$%'$,)+%#(4"$'%&+*1(,2%(3%3,"+&0#%(&'"&+%$&0%-$"&*$"&#%,+)9'$,%4(&*$4*%*.,(9).%>$4+8((2%
$&0%*+?*%-+##$)"&)6%!"#$%'"2+#%*(%#+$,4.%*.+%1+8%$*%1(,2<%3"&0%&+1%"&3(,-$*"(&<%8'()#<% ! W&"D9+%8,$&0"&)6
5"0+(%-+0"$<%(&'"&+%)$-+#<%,+4"/+#%$&0%.9-(9,6%7.+%3++'#%2&(1'+0)+$8'+%$&0%4(-3(,*$8'+% ! G,+$*"5+%9#+%(3%-+0"$6
&$5")$*"&)%(&'"&+%$&0%0(+#%$%'(*%(3%,+#+$,4.%$&0%#.(//"&)%"&%*."#%#/$4+6%!"#$%+&=(:#
@#*9-8'"&)A%(&%B(()'+%$&0%'(5+#%3"&0"&)%&+1%4,+$*"5+%-+0"$%$&0%/,(094*#%,+'$*+0%*(%.+, ! L(8"'"*:%$&0%4(&5+&"+&4+6
"&*+,+#*#6 ! G(--9&"*:6
!"#$%0(+#%&(*%.$5+%4$8'+%"&%.+,%$/$,*-+&*%$&0%$4*9$'':%#.$,+#%"&*+,&+*%$44+##%1"*.% ! F?/+,"+&4+6
.+,%&+").8(,6%C.+,+3(,+<%#.+%#*,+$-#%+/"#(0+#%(&'"&+%$&0%,+&*#%-(5"+#%3,(-%*.+%&+$,8: ! 79//(,*"&)%$%4$9#+6
,+08(?6%7.+%#.(/#%(,)$&"4%1.+&%#.+%4$&%$33(,0%"*%$&0%3,+D9+&*#%*.+%"&*+,&$*"(&$'%3((0
-$,2+*#6%!"#$%1"''%#/+&0%$%8"*%-(,+%3(,%%.").%D9$'"*:%/,(094*#%$&0%5$'9+#%9&"D9+E-(0+,&%
/$42$)"&)6 X,$&0EG'"+&*%B($'#O
! G(&#"#*+&4:%(3%N0+&*"*:6
M+,#(&$'%N&3(,-$*"(& ! F?/$&0%0+-(),$/."4
!"#O%PQ%:,#6 0'1%2)(#3+5%6#O%C(/%G.+3<%M,(=+4*%H9&1$:% 1"*.(9*%'(#"&)%49,,+&*6
$%&'()%*O%L"$-"<%>!6 J(1&%;(-+%1"*.%*.+%S++':#<%M$9'$%J++&<% ! W#+%$'*+,&$*+%3(,-#
+('(,-O%N&%$%,+'$*"(&#."/ T+,#+:%7.(,+<%C.+%J$"':%7.(1EG('8+,*%H+/(,*66 (3%-+0"$%#944+##39'':6
.%//)#-O%F?+,4"#"&)<%4((2"&)<%.$&)"&) 0'1%2)(#37%4&'-(-O%C."#%U-+,"4$&%!"3+<%
(9*%1"*.%3,"+&0#<%$&0%#.(//"&)6 7$5$)+%!(5+<%7*933%:(9%#.(9'0%2&(16 ! G(&&+4*%-(,+%1"*.%
0'1%2)(#30%%4O%R"+*&$-+#+ +5%8-O%C$,)+*<%L$,#.$'#<%CT%L$?<%R"&*$)+% +?"#*"&)%$90"+&4+6
0'1%2)(#3!2()-(O%!$0:%B$)$ C.,"3*%#*(,+#6 ! G,+$*+%$%/'$*3(,-6
;'4)%O%N&0+/+&0+&*%,$0"(<%SMH< 9*:)*#3-(%2#-O%M+,+I%;"'*(&<%>((0%&+*1(,2<
M(/9'$,6 CLV<%U-$I(&6
 Insights
•  Environmental.
–  The Awakening Consumer.

•  Similar efforts with simple product.

•  Peace Coffee and CityKid Java.

•  Relevance.
–  Do not want to lose brand. We are looking to
make it more relevant to today's consumer.
 Strategies
•  Reinvent packaging.
–  Transparency. More information about what the
company does aside from making salt.
–  Modernize. Make the container something you
want to have seen because it represents you as a
consumer and food enthusiast.
•  Campaign through social media.
–  Community outreach programs.
–  Online- Facebook, YouTube etc.
•  Consumer involvement with the brand.
•  Traditional advertising.
–  Television and print.
 Tactics and Ideas
•  Additional information on packaging. Outlining Morton’s
environmental efforts.
•  “Salty Secrets” Digital Diary.
•  Recipe exchange/swap. (online)
•  Retro cookbook. (competition-votes made by consumers/fans)
•  Cook off/Chef Challenge.
•  Life without salt ad campaign.
–  Some think salt is insignificant but imagine life without it. Sad
times.
•  Soup kitchen, community gardens.
•  Sponsorship.
–  Top Chef Quick fire challenge.
–  Food Network.
•  Rachael Ray, Paula Dean etc.
–  Project Runway.