Made Better with Maldon

How a Sprinkle of Maldon Transforms Everything—Even a Bag of Chips

What makes Maldon Salt the premium choice? Made Better with Maldon is a playful and strategic campaign designed to show how even the simplest foods—like a bag of chips—can be elevated to extraordinary. For the viewer, it’s a subtle but powerful reminder that Maldon isn’t just salt; it’s a lifestyle choice that transforms the ordinary into the exceptional.

Objective

To position Maldon Salt as the elite, obvious, and premium choice for anyone seeking to elevate their food—whether at home or at their local chip shop. This campaign drives home the idea that Maldon Salt isn’t just a product; it’s an upgrade, a simple luxury that transforms the humble into the remarkable.

  • Everyday food lovers, from the chip shop regular to the home cook looking to elevate their meals.

  • Chip shop owners/operators, chefs, and food enthusiasts eager to enhance their offerings with a premium product.

Campaign Outline

Phase One:

The Big Idea

We start at the heart of British food culture: fish and chips. Local markets, like Great Yarmouth, where chip shops stand side by side, create the perfect stage to demonstrate how a simple upgrade—Maldon Salt—can transform the customer experience.

  • Imagine two neighbouring chip shops, both offering the same classic menu. But one has made the leap—it’s proudly “Maldon-approved.” Customers are drawn in by the sign, the story, and the promise of something better. The narrative is simple yet effective: One sprinkle changed everything.

  • Playful yet premium, the campaign introduces signage, takeaway packaging, and customer touchpoints that read: “Made Better with Maldon.” The visual storytelling ensures that every customer interaction reinforces Maldon as the mark of quality.

Phase Two:

Rollout and National Expansion

  • A dedicated section on Maldon’s website highlights chip shops, pubs, and restaurants across the UK that proudly use Maldon Salt. Integrated with Compendia’s travel and lifestyle platform, this map makes it easy for foodies and travelers to discover the best local spots serving Maldon-approved meals.

  • Inviting customers to share their Maldon-enhanced experiences, the hashtag captures everything from chip shop visits to home-cooked creations. Influencers and food personalities amplify the campaign, showcasing how Maldon Salt elevates any dish.

  • The Seal of Approval isn’t just for chip shops. Pubs, gastropubs, and independent restaurants can join the movement, spreading Maldon’s influence across the culinary world.

  • Branded Maldon takeaway packets or miniature shakers serve as keepsakes, bringing the premium experience into customers’ homes and driving brand recall.

Customer Experience

  • The campaign begins with a pilot program in Great Yarmouth Market, showcasing two neighboring chip shops: one using Maldon Salt, and one sticking to generic table salt.

    • The Maldon-approved shop is rebranded with striking signage, premium packaging, and a customer-first story.

    • A short film captures the transformation, focusing on customer delight, shop owner pride, and the unmistakable ripple effect of a small but meaningful change.

  • The campaign weaves a lighthearted but impactful narrative: “One sprinkle changed everything.” By focusing on relatable human stories—happy customers, proud shop owners, and the rich heritage of fish and chips—it evokes nostalgia while making Maldon feel modern and essential.

What This Campaign Means for Viewers

For the person watching the campaign video, it’s about more than chip shops. Made Better with Maldon plants a simple but powerful idea: Maldon Salt is the elite choice. It’s the obvious choice. It’s the product that elevates anything it touches, whether it’s a bag of chips or a homemade dish.

The campaign positions Maldon as a small luxury that makes a big difference—an upgrade everyone deserves. It’s about aspiration and pride in choosing better, even for the simplest of moments.

My Role in the Campaign

  • • Developed the core idea of transforming chip shops and dining experiences with Maldon Salt.

    • Designed a playful yet premium tone to engage customers across demographics.

  • • Mapped out the phased execution, from local pilots to national expansion.

    • Conceptualized the interactive map and Compendia integration to broaden reach.

  • • Crafted touchpoints, from in-shop experiences to digital storytelling.

    • Designed the #MadeBetterWithMaldon campaign to encourage organic buzz and engagement.

Imagined Outcomes

  • • Increased sales and footfall for pilot chip shops.

    • Strengthened Maldon Salt’s identity as the premium choice for quality-focused food establishments.

  • • A nationwide network of Maldon-approved establishments supported by an interactive digital map.

    • Integration with Compendia’s travel and lifestyle platform, reaching food enthusiasts across the UK.

    • Cementing Maldon Salt as synonymous with quality, ensuring it’s not just salt but the salt everyone wants in their kitchen.

  • • Crafted touchpoints, from in-shop experiences to digital storytelling.

    • Designed the #MadeBetterWithMaldon campaign to encourage organic buzz and engagement.

Made Better with Maldon is more than a campaign—it’s a movement. It elevates chips, moments, and Maldon itself into something unforgettable. With one sprinkle, everything changes.