In the digital day and age we live in, where technology allows you to contact people within a split second, posted direct mail pieces are becoming an increasingly rare occurrence. But that can only serve to give them real stand out when used appropriately. So when we were recently tasked with driving trial of Basmati & Wild rice, a premium offering from Tilda’s specialty range, we opted for just that – a highly targeted, tangible direct mail piece.
We knew we needed the communication to work hard to prove itself in terms of ROI, but in turn it also had to look beautiful to showcase the premium nature of the product in a very competitive market. After discussions with our creative and print teams we came up with the perfect balance; a premium self-sealing mailer containing a physical 125g sample.
The mailer included amazing food photography (a signature of Jellybean) and featured a recipe and testimonial from Danny Leung one of Tilda’s high profile advocates to inspire other chefs to see the benefits and try out this delicious rice for themselves. It was a quality production at every stage with full colour litho print on a quality 350gsm silk stock, logo embossing, spot metallic colour and a luxurious matt laminated finish; the results were simply divine.
To ensure the mailer reached the right people, we used existing data, from a previous successful promotion, and identified, refined and collated a highly targeted list of Tilda Basmati users. In addition we generated new hot leads from a HTML that was sent to Caterer & Hotelkeeper’s database. Tilda telesales then made personal follow up calls to the recipients to talk to them about the product benefits and to initiate transfer orders. The mailer proved to be a great lead generation tool and kicked off Tilda Foodservice’s Be Inspired campaign! Look out for it!
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