Cult favourite restaurant Chargrill Charlie’s have launched the most delicious bath salts ever created. Working in partnership with creative agency Bashful and PR agency Hive HQ, Charlie’s wanted to celebrate their world famous chicken salt. Charlie’s have been serving home style cooking that satisfies no matter the occasion since 1989.
There are many reasons to love Charlie’s but perhaps number one is their mouth watering, iconic chicken salt. Chargrill Charlie’s is truly the home of chicken salt flavour
ed chips, and well, chicken salt flavoured anything you like.
In honour of this important place in Australian food history, Charlie’s is launching a special edition Chicken Salt Bath Salt that can be bought in store or shipped anywhere in the world. The Bath Salts are packaged up in tasteful Charlie’s branding and are ready to take pride of place on your bathroom shelf. And of course, for those who prefer a more traditional approach to their seasonings, a jar of branded chicken salt can be bought and taken home to sprinkle over anything that needs a flavour lift.
The campaign is being promoted with a delicious and very saucy bathroom photo shoot featuring Charlie marinating in the bath. This will be supported by social content including chicken salt margarita recipes and a one tonne chicken salt chip giveaway.
“We’re so excited to celebrate our iconic chicken salt in such a fun and unexpected way. This campaign perfectly captures the playful spirit of our brand, and we can’t wait to see fans embrace chicken salt in their homes, their kitchens and now, even their baths!” said Chargrill Charlie’s head of marketing Lisa White.
“As long time lovers of both Charlie’s and chicken salt we are excited to create work that honours the brand’s cult status and a very important place in the pantheon of Australian culture. On a personal note I am excited for my first, of many, chicken salt flavoured baths,” said Bashful strategy partner Guy Marshall.
“When I arrived in Australia I was confused and intrigued by chicken salt. What is it, how exactly are Australia’s chickens involved and why are people OBSESSSSSSED with it? Uncovering that Charlie’s was the home of the iconic chicken salt, we knew that more people needed to dis cover its origins and in turn, we have a chicken salt shaped role to play in fanatics’ lives. And also in their bathrooms,” said Bashful creative director Luke Furniss.
