Did You Know?
Generation Z is more anxious
to take action to reduce the effects of
CLIMATE CHANGE
in the future than older generations.
According to Pew Research, Gen Z cares about taking action to address climate change in a preventative way.
Let’s talk about salt.
Morton Salt
Problem
Like all other middle-market brands, Morton faces brand stagnation and regaining relevance in the eyes of the average American consumer is a must to avoid this problem.
Let’s talk about Salt
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The human body requires a small amount of sodium to conduct nerve impulses, contract and relax muscles, and maintain the proper balance of water and minerals. It is estimated that we need about 500 mg of sodium daily for these vital functions. It also acts as a preservative because it reduces the water activity of foods.
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Sweet, salty, sour, bitter, and umami. One of the essences of human existence is taste. Taste enables the individual the choice of correct food, which, in turn, is crucial for one's existence, maintenance, and function.
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Because of its preservation capabilities, salt was exceptionally important to human history. Ancient Chinese, Egyptian, and Biblical accounts tell us about the importance of salt in culture and cuisine.
Brand Insight
Salt has preserved humankind for generations.
Modern Muirs
How will Morton stay relevant?
Get: Modern Muirs who daydream about following the call to adventure
To: Be motivated to savor the essence of nature and exploration
By: Telling the story of how salt has preserved and enriched the human experience.
