After years of flying under the radar, B&G Foods has reintroduced the Mrs. Dash brand through a fully integrated TV, digital and social campaign launched in February 2017.

The salt-free seasoning pioneer Mrs. Dash has had a decades-long relationship with health-conscious consumers. Insights showed that diet-conscious shoppers often look for alternative ways to enjoy the same flavors of the foods they love while reducing salt intake. With the help of Resource/Ammirati, an IBM Company, the brand’s latest campaign focuses on a single brand truth: Mrs. Dash allows consumers to eat a vibrant variety of healthy foods without making flavor sacrifices, and it remains 100% salt-free. Incorporating this messaging into its latest TV, digital and social media campaigns, the brand encourages health-focused shoppers to “Ditch the Salt” and send those porcelain shakers packing for good.