The Low Sodium Sea Salt Company is sprinkling the first burst of a three-year marketing campaign for its Solo brand this month. Three press ads aim to make Solo synonymous with salt itself by showing it as a natural accompaniment for everyday meals. A plate of chips carries the strapline "Solo and vinegar", a pasta meal shows "Pass the Solo" and a topless boiled egg says "A pinch of Solo". The first £250,000 six-month burst kicks off this week and runs until the end of the year in national dailies, women's interest, food titles and medical publications. More bursts will follow in 2001 and 2002. The timing follows the company's research into consumer buying behaviour, which concluded that, as consumers buy salt only once every two or three months, any promotion had to be sustained over a long period if was to have an effect. Md Leslie Wilson said that the salt sector had not seen a campaign of this weight for years. He added that the company planned to lift the whole salt category by targeting the trend towards healthy eating. Solo is extracted from Icelandic waters and contains 60% less sodium in every grain. People at risk from heart disease are advised to eat a low sodium diet. {{P&P }}