Salty & Pep Case Study
For DDB & Unilever - we made you think more about sodium
The Salty & Pep Concept
When UNILEVER introduced a new low-sodium line of their popular KNORR Sidekick products, DDB asked us to create Salty, a dejected salt shaker who was not very happy about the idea of less salt.While we are best known for creating amazing toys and collectibles, they are just a byproduct of our brand development toolkit and process.
How DDB Used Our Assets
Using our character assets, DDB crafted Salty & Pep ad spots for Knorr which tugged at heartstrings. The Salty & Pep ads were an instant hit with fans and media alike. DDB expanded the reach with viral online videos, wild postings, in-store merchandising and popular social media accounts featuring the characters. We also produced 60K ceramic Salty & Pep shaker sets as a mail-in premium item which promptly sold out.
A Successful Campaign
Thanks to Salty, Knorr’s Sidekicks line showed a 24% increase in sales from the previous year. Bigshot was contracted to design and produce actual ceramic Salty + Pep shaker sets as a mail- in premium item, and 30,000 sets sold out almost instantly.
A Second Engagement
Based on the success of Salty, DDB came back to us to create a new character called Eggy. Knorr was able to cut the time needed to prepare their Sidekicks side dishes in half, and Eggy was the mascot for this new marketing message. Eggy enjoyed a similar debut as Salty, with ad spots, viral videos and a social media campaign. By all metrics, the Salty & Eggy campaigns were a runaway success for Knorr.