Maldon Salt makes social media debut

The 'Desert Island Dishes' social media campaign, created by Profero, aims to get food bloggers and fans of the brand discussing their favourite dishes of all time.

The activity is centred around Maldon's blog, with conversation being generated on Twitter.

It has enlisted prolific tweeters including the writer David Quantick, journalist and writer India Knight, and television presenter Pollyanna Woodward, to discuss the food they could not live without, for a series of videos on its blog and YouTube channel.

Their dishes are created by presenter and food blogger James Ramsden, who offers tips in a series of videos also posted to Maldon's YouTube channel.

In addition to the social media activity, selected food bloggers' recipe suggestions will also appear on the back of Maldon boxes.

Maldon Salt is a family run business based in Essex and produces its flaky salt crystals using traditional methods. It appointed Profero to build the brand in social media earlier this year, following a competitive pitch.

Virginia Lana, marketing manager at Maldon Salt Company, said: "Maldon is a unique product and brand that draws a lot of enthusiastic support from consumers and naturally engages people who are passionate about food."

Profero was appointed as its first digital and social agency in April. While the brand has developed marketing activity through endorsements, this is its first brand campaign.

This article was first published on marketingmagazine.co.uk