Mrs. Dash • Punching Up the Flavor

From no salt
to no brainer


CHALLENGE

Known as America’s favorite salt-free alternative, Mrs. Dash had no problem attracting consumers for whom health was top-of-mind. They needed to expand their customer base beyond their core users.

Our challenge was to transform Mrs. Dash into an engaging brand with wide appeal beyond niche health communities on the choppy waters of social media.

Picnic table with herbs and Mrs. Dash Herbs Seasoning tomato lime

SOLUTION

To unravel the ask required a multifaceted solution. We shifted our focus from illuminating the many benefits of low-sodium living to showcasing the versatility of Mrs. Dash products for a variety of meals, drinks or snacks.

Quickly building a dynamic library of social content, we spotlighted mouthwatering recipes and quick everyday cooking tips to inspire future trial and use.

Powder

Social media is a dynamic, sharing platform. The direct line of communication and feedback shared between consumer and brand was an integral part of our content strategy. Relevant and engaging content was further fueled with surprise giveaways and targeted couponing initiatives to drive trial, all led by expert community management to further inspire brand advocacy.

Social Media Post

Move over, potato chips—pumpkin seeds are taking over! Simply roast them with Mrs. Dash Southwestern Chipotle Seasoning Blend for a tasty, low-sodium.

2.6K

LIKES

58

COMMENTS

178

SHARES

Social Media Post

Like any good husband, Mr. Dash knows when it’s time to give the “Mrs.” a well-deserved day off in the kitchen.

467

LIKES

26

COMMENTS

39

SHARES

Social Media Post

We love how this blogger fan spices up her Turkey and Slaw Lettuce Wraps with Mrs. Dash!

38

LIKES

0

COMMENTS

1

SHARES

Social Media Post

Looking for a little grill-spiration? Season grilled vegetables with a shake (or three!) of Mrs. Dash Tomato Basil Garlic! (Featured recipe: http://bit.ly/24hSBKF)

1.8K

LIKES

31

COMMENTS

147

SHARES

Social Media Post

Step up your condiment game with this tasty 3-Step Garlic & Herb Aioli! Simply combine 2 tsp Mrs. Dash Onion & Herb Seasoning Blend with 1 tsp lemon juice, 3 oz of mayo... and voila! You’ve got yourself a condiment worthy of homemade french fries!

1.9K

LIKES

15

COMMENTS

187

SHARES

Social Media Post

Need a game plan for your next watch party? Check out this Spicy Touchdown Spread featuring our Seasoning Blends! http://bit.ly/2bICZM1

1.2K

LIKES

11

COMMENTS

55

SHARES

Social Media Post

Mrs. Dash Table Blends can turn a plain bowl of popcorn into a fun afterschool snack. Which would you add?

5.6K

LIKES

254

COMMENTS

702

SHARES

Social Media Post

Already planning your Thanksgiving menu? Try these crowd-pleasing sautéed green beans seasoned with Lemon Pepper Seasoning Blend! http://bit.ly/2dpE2F6

2.9K

LIKES

38

COMMENTS

276

SHARES

Social Media Post

Bring the perfect side to the sidelines this season! Add Mrs. Dash Tomato Basil Garlic Seasoning Blend to your favorite pasta salad or try this zesty recipe: bit.ly/1RzJHYk

979

LIKES

21

COMMENTS

63

SHARES

Mrs. Dash smiley face

BONUS ROUND

To support the new product launch of their seasoning mix packets, we created a shopper marketing campaign to generate awareness, trial and genuine excitement. The result? The Ready Set Win! game, a Facebook app which allowed consumers to spin for free samples and prizes directed at driving trial.

Mrs Dash Fiesta Lime Seasing Blend

Ready, Set, Win!

With an incentivized approach that motivated daily plays, built-in sharing options to accelerate organic growth as well as addictive game creative, Ready Set Win! led to 129,000 free product samples to be distributed in just six weeks.

THE NUMBERS
SAY IT ALL

130k

Sample requests in one 6-week product launch

$0.10

Average cost-per-engagement

20%

Increase in brand reach YoY