Updating a heritage brand with loving care

Addison was thrilled to work with Morton Salt and its famous Morton Salt Girl, the face of the brand for more than a century. As part of our collective memory, heritage brands belong to everyone, so every change must be carefully considered. Our loving update brought the iconic Morton Girl into the 21st century and, in keeping with the brand’s brightening position, we put a smile on her face.

Along with the refresh we created a multifaceted 100-year anniversary campaign with video, social media, internal promotional branding and out-of-home components.