Knorr Sidekicks needed to generate some news and exposure for their line-up of dishes with 25% less sodium. To do so, a TV spot was created about a depressed saltshaker who leaves a family’s home and wanders the streets to Michael Bolton’s “How Can I live Without You”, after discovering he’s no longer wanted.

As a follow up to the initial TV spot, three online films were created to let people know what 'Salty' the hero saltshaker character had been up to since discovering he was no longer wanted.