Agency Network: 
November 2009
Cargill:  Salt 101
Cargill Digital Ad -  Salt 101


Check out the site:

The site,, built in close collaboration with Carmichael Lynch and sister PR firm, Carmichael Lynch Spong, features renowned television personality and award-winning author Alton Brown dispensing cooking tips with his trademark humor and expertise.

The site's main areas are a unique test kitchen and a timeless laboratory which provided the setting for a pair of unique interactive games that flawlessly combine live action footage of Brown with various digital components. The kitchen features "The Proper Pinch," a game in which the user can control Brown's hand to apply the correct sprinkling of salt to meat, and "Finishing Touches," in which participants can choose food items to add salt to, from ice cream to cookies, and Brown explains the exact effect that the addition will have to each item. In the lab portion of the site, the "Power of the Pyramid" game allows users to try destroying a salt pyramid with different weapons. The "Stickability" game offers the chance to apply salt to different kinds of food to see how well it sticks.

Digital advertisement created by Carmichael Lynch, United States for Cargill, within the category: Food.

Advertising Agency: Carmichael Lynch, Minnesota, USA
GCD: Brock Davis
CD / Copywriter: Kent Carmichael
Art Director: Dale Austin
Broadcast Producer: Jon Mielke
Digital Producer: Andrew Peterson
Prod. Company: Tool of North America
Director: Jason Zada
EP(s): Brian Latt, Jennifer Siegel
Digital EP: Dustin Callif
Live Action Producer: Steven Steiner
Digital Producer: Peta Martin
Digital Coordinator: Alex Austin
Production Designer: Jerry D'Alesio
Editorial: Cosmo Street
Editor: Asako Ushio
Producer: Justin Smollen
Audio Post: Cosmo Street
Developer: Jason Nickel
Site Design: Pixel Pusher
Music: Singing Serpent, Extreme Music, APM Music
Shoot Location: Atlanta, GA
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Highest Rated

Guest's picture

Well,you can't see what's on the table in front of the chef.The cute little pop-ups block the view.

Leafs fan's picture

Smart as hell.

Leafs fan
Activity Score 26
CGilb09's picture

Maybe I'm not the right demographic, but while I can respect all the detail and hard work that went into the site, I couldn't help but find it to be rather boring. The guy talking wasn't really funny or entertaining.

Activity Score 572
Northlich/ University of Cincinnati |

Tweet tweet: @ThisAbility

sirvan's picture

Decent site, they really captured Alton's schtick. But the games are really bad. Bad wardrobe, too.

Activity Score 29856


"I love some things, and don't love some other things."

Guest's picture

Well,you can't see what's on the table in front of the chef.The cute little pop-ups block the view.

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