Morton Salt


Morton Salt


  • Strategic Thinking
  • Creative Ideation
  • Social Consultancy
  • Social/Digital Content Creation
  • Reporting + Analytics
  • Community Engagement
  • Social Listening
  • Paid Social Management

Darling works with Morton Salt to create social-first, relevant content and campaigns that align to current trends and behaviors for their social eco-system.

Evergreen Organic Social

We manage the Morton Salt evergreen organic social on Pinterest, Instagram, and Facebook, including:

  • Research and identify key trends and conversations to create actionable insights.
  • Using insights to ideate content for cross-channel promotion
  • Design and produce all social content
  • Provide monthly report analyzing owned content performance and social conversations with recommendations and content ideas for the following months.


Morton has increased efforts for their fight to Erase Food Waste and Darling is proud to be helping them with research, analytics, strategy, ideation and content production. The content is designed to show people how they can fit #EraseFoodWaste easily into their day to day life through recipes and tips such as using coffee grounds in your baking or veggie peel in your AM smoothie.

COVID and Morton

2020 - 2021 has been tough for everyone, and has impacted the type of content brand create. For Morton Salt, we pivoted to provide people with content that was relevant and helpful during these times.

At the beginning we saw a need for content to help entertain kids, so we obliged with content containing ways to help kids using salt, such as salt clay, salt paintings, and salt balloons etc.

During Fall and Winter when people were tired and frustrated we began to create wellness content to help people find ways to destress and relax; from ASMR meditating videos, to homemade foot soaks and eye refreshers, to types of food that help elevate moods.


When words won’t do a response justice (insert Reaction GIF). It never fails. It’s how people communicate through email, text and on social — yet when it comes to Morton Salt, they were missing out. And people were already creating their own ‘Morton reaction GIFS.’

Given the brand love surrounding The Morton Salt Girl, it seemed like an easy win to provide fans with brand related GIFs and Stickers that they can add to their Tweets, social content and 1:1 interactions. Allowing Morton to keep connecting to people even in dark social.