Sydney strategy and creative agency, Saltmine, has launched a bold rebrand, reinforcing its unique position as a creative agency “built and powered by marketers.” With a focus on nurturing strong relationships and delivering tailored solutions that meet the evolving needs of its clients to drive their commercial success, this refreshed identity highlights Saltmine’s expertise in crafting impactful brand strategies and creative executions. Their new tagline embodies this approach: “Let’s Do Wow Together.”
As part of this exciting new chapter, Saltmine has collaborated with Jordans, a key player in the cereals market. Saltmine delivered a full strategic review of the Jordans brand, to fully understand the hearts and minds of consumers.
With a strong brand strategy in place, Saltmine led the development of Jordans first-ever TV campaign in Australia titled Hello Delicious. The campaign marks a major milestone for Jordans, aiming to elevate consumer awareness and foster a strong emotional connection with its audience.
“We’re beyond excited to introduce our first-ever TV campaign in Australia,” says Jordans Marketing Manager Julie Ahern. “Hello Delicious is more than just a tagline; it’s an invitation for our consumers to rediscover the joy of a delicious, wholesome breakfast. We want to appeal to consumers on an emotional level and help them really connect with the Jordans brand. This campaign is an exciting first step on that journey.”
The Hello Delicious campaign showcases the craftsmanship and quality behind every box of Jordans cereal, positioning the brand as a delicious choice full of delicious ingredients. The campaign launched on 16 September in Queensland, airing on free-to-air TV, BVOD and YouTube, with plans for a future national rollout.
Saltmine founder Sara Salter says, “Our rebrand is not just a new look – it’s a reflection of our unwavering commitment to delivering smart, impactful ideas that drive results for our clients. The Hello Delicious campaign for Jordans perfectly illustrates how we bring our brand strategies to life, creating work that is both distinctive and commercially effective. At Saltmine, we’re all about doing ‘wow’ together, and this campaign is a shining example of that.
“Saltmine’s rebrand seeks to highlight the agency’s strength in working collaboratively with their clients, in a way that is brand centric, insight led and driven to deliver meaningful connections with a brand’s consumers through full touchpoint execution. With a focus on nurturing strong relationships and delivering tailored solutions that meet the evolving needs of its clients, Saltmine is poised to continue its success in the years to come.”
View the 30-second Hello Delicious TVC here https://vimeo.com/1009736895.
