SAN FRANCISCO, March 10, 2015 /PRNewswire/ -- The Salt
Institute, the North American-based, non-profit trade organization
dedicated to advancing the benefits of salt, launches a new
integrated public awareness campaign this week, created by
Grey San Francisco.
The star of the new effort is Olde Salty, a well-cured
spokesperson, who will drive home the benefits of salt with offbeat
humor. The cross-platform campaign includes an extensive
series of online videos and content across digital and social
channels, including YouTube, Facebook, Twitter and Instagram.
Curt Detweiler, Grey San
Francisco's Chief Creative Officer, said, "At home on the water, in
the eye of a blizzard, or bellied up to the bar with his pet clam,
Brine, Olde Salty is equal parts sage and elder statesman."
The theme of new campaign is "Everything's Better with a Little
Salt." His ongoing adventures include sliding across icy
roads, sharing virgin tequila shots and holding court, all in the
service of one of America's favorite minerals.
"Our goal was to create an iconic personality that could spread
the word on many important uses of salt from traffic safety to
softening water to the better performance of household appliances,"
said Milan Martin, President of Grey
San Francisco. "He follows in a long line of Grey's
advertising icons that include the ETrade Baby and Rob Lowe for DirecTV."
"Grey has been an amazing partner for us, bringing us very
creative ideas to help us demonstrate that salt is one nutrient
essential to life itself," says Lori
Roman, President of the Salt Institute. "Now Olde
Salty enables us to have a conversation with a whole new generation
of people about the value of salt in everyday life."
Grey and Salt Institute executives believe the time is right to
extend the conversation about the benefits of salt in all walks of
life. The National Weather Service reported that 51% of the
contiguous United States remains
covered by snow. A study conducted by Marquette University found that, when winter storms
turn roads to ice, de-icing them with salt reduces accidents by 88%
and injuries by 85%. Importantly, a New England Journal of
Medicine study found that low salt-intake was linked to increased
odds of a major heart event or death. And last week, a new
study from Vanderbilt University says
salt may help guard against infection.
About Grey
Grey San Francisco is the West
Coast arm of Grey, the advertising network of Grey Group.
Grey Group ranks among the largest global communications
companies. Its parent company is WPP (NASDAQ : WPPGY).
Under the banner of "Grey Famously Effective Since 1917," the
agency serves a blue-chip roster of many of the world's best known
companies : Procter & Gamble, Symantec, GlaxoSmithKline,
Diageo, Darden Restaurants, Pfizer, Canon, 3M, NFL, Boehringer
Ingelheim, Marriott Hotels & Resorts, T.J. Maxx. Grey was recently named ADWEEK's
"Global Agency of the Year" and AD AGE's "Agency of the Year."
(www.grey.com)
About The Salt Institute
The Salt Institute is a North American-based non-profit trade
organization dedicated to advancing the many benefits of salt,
particularly to ensure winter roadway safety, quality water and
healthy nutrition.
Please see YouTube videos at
https://www.youtube.com/channel/UCjnwZM1PcGEORCtqbx8cXlQ/videos
Contact: Owen Dougherty
212-546-2551
odougherty@grey.com
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visit:http://www.prnewswire.com/news-releases/meet-olde-salty-the-man-the-myth-the-mineral-300048423.html
SOURCE Grey