To create awareness for the change, Knorr created a “Salty’s Missing” contest for consumers with its beloved salt & pepper shakers, Salty and Pep.
Consumers were encouraged to participate in the contest by purchasing specially-marked Knorr products for a chance to win prizes including Salty & Pep shaker sets and the grand prize of $25,000.
The program reached millions of consumers and became a vehicle to drive sales for Knorr in a challenged category.
Based on 2011 success, the contest was brought back again in 2012.To bring the contest to life on Facebook for the second time, and drive consumer engagement with the story, Edelman focused on compelling content that told the story of the search for Salty.
This time, the search for Salty had gone global, with the dejected salt shaker travelling worldwide.
A series of “Salty Sighting” images were released throughout the campaign to help narrate the story of the missing character, and to entice consumers to join the search.
To tie it back to the product, the team published specially-developed recipes featuring reduced sodium products based on each location Salty visited.
Edelman also launched a Salty photo application on Facebook where fans created “Salty Sightings” of their own by super imposing or photobombing Salty into their own travel photos.
The results were outstanding and far exceeded all expectations. The photo app was accessed 15,000+ times, 1,600+ user-generated photos were shared, 11,700+ new Facebook fans were acquired and the Salty Sighting photo posts generated an average of 97.4 likes and 74.5 comments each.