DCS House of Brine
2025
Diamond Crystal Salt
Our Work
PR/Events
The Project
Overview
To increase consumer awareness of Diamond Crystal Salt and position the brand as a go-to ingredient for Thanksgiving cooking, Konnect developed a festive NYC storefront activation known as the “House of Brining.” Designed to bring the art of brining to life, the immersive experience invited consumers, media, and influencers to discover the secret to the perfect Thanksgiving turkey brine. The activation featured hands-on brining education, custom brine recipe creation, hand massages, and branded giveaways. Strategic media outreach and an exclusive VIP preview helped amplify the experience across earned media, social and consumer audiences.
Conclusions
Final Reflections
Diamond Crystal Salt’s House of Brining successfully transformed a holiday cooking essential into an engaging, memorable brand experience. The activation welcomed more than 350 consumers for hands-on brining education and 60+ VIP guests who created custom brine recipes onsite. Through strategic media outreach and influencer engagement, the campaign generated 12 earned media placements and 21 creator posts, driving 3.2M+ social impressions. By combining experiential marketing with earned media and social amplification, Konnect helped reinforce the role of Diamond Crystal Salt in holiday cooking while extending brand awareness well beyond the activation itself.
DCS House of Brine