Morton Salt brings on M Booth as PR AOR

Ketchum had been the company's lead PR agency since 2012.

Image via Morton Salt's Twitter page
Image via Morton Salt's Twitter page

CHICAGO: Morton Salt has brought on M Booth as its PR AOR in the U.S., Canada, and the Bahamas.

M Booth will handle Morton Salt’s PR strategy, media relations, crisis comms, corporate comms, and internal comms. In addition, the firm will assist with measuring and monitoring, media training, and the company’s influencer marketing strategy.

M Booth started working with Morton Salt in July, following an RFP process that began in April. Nine agencies sent proposals to the company, and five were invited back for a project. M Booth was selected out of that group.

"We wanted to have a great new agency at the table and shake things up as a support partner for our Walk Her Walk campaign and platform," said Paul Jackiewicz, Morton Salt’s senior communications manager. "The next version of the campaign is launching in the coming months. The firm will handle any and all PR support around that and our influencer marketing strategy and various other things."

Jackiewicz added that the brand is launching a lot of internal programs to ramp up its employee engagement efforts.

"We are in the middle of a big transformation overall," he said. "We want to mean more than salt to the next generation of consumers, and we want to stand for something bigger for our employees as well."

Ketchum was the incumbent on the account. Since 2012, Ketchum had been Morton Salt’s lead PR agency. Last year, the firm helped the 168-year-old brand with its first masterbrand campaign, establishing Walk Her Walk as a creative expression that would represent the brand and act as a call to action for people to step up and become a force for good. As part of the campaign, Morton Salt teamed up with the band OK Go to create a viral video.

Morton Salt’s work with Ketchum ended in June. Ketchum was not part of the pitch process, Jackiewicz said.

A Ketchum spokesperson told PRWeek via email that the firm appreciates the five-year partnership it had with Morton Salt and wishes the brand well.

"We were especially proud to be a part of the award-winning results from the recent Walk Her Walk campaign launch and the 100th birthday celebration of the Morton Salt Girl," the Ketchum spokesperson said. 

"We needed fresh eyes, creativity, strategy, and passion to continue transforming our brand and being relevant and modern with helping our long-term business objectives," Jackiewicz explained as to why Morton Salt brought on a new PR partner.

Budget information was not disclosed.

"We were captivated by Morton Salt’s aspiration at this moment in its evolution to become a transformative brand that is unleashing its full potential," said M Booth CEO Dale Bornstein. "The Walk Her Walk campaign is just one piece of it. For us, working with inspired clients to do inspired work is what truly energizes our agency. The remit that Morton put forth fit the bill."

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