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  • Olde Salty, the official unofficial spokesman for salt, taking a breath of fresh air at one of his favorite hangouts.
  • The nautical sage himself, Olde Salty, delivers a sharp stare from outside of his Winnebago.

Olde Salty sweetens the
conversation about salt

ALEXANDRIA, VA, 2nd March, 2015/PR Newswire/- On February 26, the Salt Institute unveiled a unique advertising and social media campaign featuring a new character for its brand: Olde Salty.

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This salt-of-the-earth character is the newest creation from advertising agency Grey San Francisco. The campaign features a series of videos in which the post-nautical sage slides across icy roads and shares virgin tequila shots, all in service of the Institute’s favorite mineral - good old salt.

Salt is used on icy roads to ensure safety, to soften water and, of course, to season the food we eat. The facts are in, Salt is a nutrient essential to life itself. And the campaign is a well-balanced blend of entertainment and facts about the many benefits of one the world’s most versatile and savory products. It's nothing short of white gold.

About The Salt Institute: The Salt Institute is a North American based non-profit trade organization dedicated to advancing the many benefits of salt, particularly to ensure winter roadway safety, quality water and healthy nutrition.