In today’s MediaPost email blast, there was an article about Diamond Crystal Salt’s new advertising campaign, which features a microsite called Salt101, which features information about Diamond Crysal salt and features Alton Brown.
Now, normally I wouldn’t visit a brand’s microsite, unless it was the age-old classic, “will it blend?” However, a quick visit to the site actually entertained me for a good 15 minutes, as I learned why I should buy Diamond salt now, in all of its various forms and shapes and sizes. It also had a few interesting ideas and applications of salt, most of which are admittedly common among foodie circles, but are probably lesser-known among the masses.
The videos are short but entertaining, and are organized into two areas: the kitchen and the lab. The former tackles home cooking and uses of salt, while the latter focuses on the science stuff. Whoever produced these shorts was probably watching Wes Anderson movies for a few weeks straight prior to makng the videos, because each one is like watching Life Aquatic or the Royal Tenenbaums. Either way, the site was well worth the visit.
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