Morton wants to make salt thought of as a 'lifestyle choice'

Morton Salt was behind one of the coolest music videos of last year — an OK Go spectacle that was one of the breakout hits of 2016. But it’s only one small externality of the brand’s internal transformation, which includes a new HQ and a new employee hiring program. “I think that the internal and external transformation have to be linked,” said Denise Lauer, who heads marketing. “Those efforts have to be connected. We’re hiring more people today than we have in the past five years, so it’s critical for us to attract them.”