Chargrill Charlie’s launches world first Chicken Salt Bath Salts via Bashful and Hive HQ

Cult favourite restaurant Chargrill Charlie’s has 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 its world famous chicken salt.

Charlie’s has 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 its mouth-watering, iconic chicken salt. Chargrill Charlie’s is truly the home of chicken salt-flavoured 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 customers bathroom shelves. 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.

Chargrill Charlie’s Head of Marketing Lisa White says: “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.”

Bashful Strategy Partner Guy Marshall says: “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.”

Bashful Creative Director Luke Furniss says: “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 discover its origins and in turn, we have a chicken salt shaped role to play in fanatics’ lives. And also in their bathrooms.”

Bashful specialises in advertising, content and design. It works with brands that want to up their cultural resonance and aesthetic intelligence to drive meaningful business change.

Chargrill Charlie’s
Head of Marketing  – Lisa White
Brand Manager – Dilara Sancar

Bashful
Strategy Partner – Guy Marshall
Creative Director – Luke Furniss
Head of Art – Simon Macias
General Manager – Jade Ramsey
Strategy Planner – Christine Annis-Brown
Art Director – Naima Nyberg
Account Manager – Tahnee Wylie

Hive HQ
Jessy Marshall – Director
Georgia Hodson – Publicist
Georgia Johnston – Junior Publicist