The topic of sodium reduction has never evoked a lot of emotion in the hearts of consumers. But what if it were approached from a more light-hearted and surprising angle? Enter Salty and Pep. Through TV, Canadians were introduced to our lovable but ultimately dejected little salt shaker. Soon after, we made custom-made salt and pepper shakers available through a web offer that included product purchase.

Knorr Sidekicks sales rose 10%, surpassing Uncle Ben’s as the #1 brand in the category. We achieved the highest site traffic ever. And as for the promotion itself, we sold out of all 30,000 produced units in less than 3 months.