Grey SF Introduces Olde Salty for The Salt Institute

By Erik Oster 

Grey San Francisco created a public awareness campaign for The Salt Institute, a “North American-based, non-profit trade organization dedicated to advancing the benefits of salt,” introducing the character Olde Salty.

Olde Salty is an elderly gentleman with white hair and a long, white beard who is passionate about the idea that “Everything’s better with a little salt.” In the spot above that includes the roads (salt reduces accidents 88 percent) and the goose he’s cooking (salt increases poultry deliciousness by at least that much). Other spots see Olde Salty share his distinctive take on non-alcoholic beverages, longevity, history and more.

“Our goal was to create an iconic personality that could spread the word on many important uses of salt from traffic safety to softening water to the better
performance of household appliances,” explained Milan Martin, president of Grey San Francisco, in a statement. “He follows in a long line of Grey’s advertising icons that include the ETrade Baby and Rob Lowe for DirecTV.”


Advertiser: The Salt Institute, Alexandria, VA

Agency: Grey San Francisco

Spot Title: Olde Salty Campaign

First Air Date: March 9, 2015

Agency:  Grey San Francisco

Chief Creative Officer: Curt Detweiler

Creative Director: E Slody

Art Directors: Tatum Cardillo, Jessica Churchill,

Copywriters: Curt Detweiler, Anthony Pagaza, E Slody

Agency Producer: Julie Costanzo

Production Company (location): Hungry Man, Los Angeles, CA

Director: Dave Laden

Director of Photography: Stoeps Langersteiner

Editor (person & company): Patrick O’Leary, HutchCo Technologies, LA, CA

Visual Effects: Jon Howard, HutchCo Technologies, LA, CA

Colorist: Jonny McPheeters, Libertad Soul, Redondo Beach, CA

Music/Sound Design (person & company): Chris Forrest, Studio Guapo, San Francisco, CA

Principal Talent:  Madison Mason “Olde Salty”