Salter selects Clinton Partnership to build its UK branding

The Clinton Partnership marketing services agency has won the advertising account for homewares and scales brand Salter. The win follows a three-way pitch against undisclosed agencies.

The appointment is part of “ambitious plans” to build Salter’s market share and grow the brand in the UK.

The agency has developed a campaign that will focus on the precision and accuracy of Salter scales, with the strapline, “Salter – precisely”, which will launch in August. It will initially run across lifestyle press, although it is expected to be extended into a TV campaign next year.

The first ads will show the new Salter baking scales, with following ads featuring salt and pepper mills, stainless steel trivet scales, smart jugs, chopping-board scales and Salter’snew Prosharp knife range.

Salter products are available in the UK through outlets including Harrods, John Lewis, Debenhams, Selfridges, Tesco and Argos.

Salter was founded in 1760 in the village of Bilston, England, by Richard Salter, a spring maker who manufactured “pocket steelyards”, similar to a fisherman’s scale. In March 2004 it was sold to the US based HoMedics company.

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