Tesco Compare and WDMP launch Custard Pie Mailing
Posted by: WDMP Limited
Date added: Thu 14 Jun 2012
Who says B2B mailings lack oooomph and impact? Just see the latest direct marketing campaign for TescoCompare.com, featuring a real custard pie sent in the post. Yes, really. The price comparison website, based in Edinburgh, wanted to invite 40 key partners to see the ‘Pick of the Fringe’, an exclusive night of comedy, on Thursday 9th August. So the creative minds at WDMP came up with the idea of sending an invite with real comedic impact… using that famous slapstick prop, a freshly baked custard pie.
The agency partnered with a top London Bakery to create each pie for maximum comedy effect. All the pies will be couriered to invitees in a white box, on top of which is the headline: ‘To say thanks...’, inside is the actual invitation in the form of a comedy splat, which continues with the headline: ‘...we’re throwing you a party!’
The custard pie mailing is a follow up to an initial ‘save the date’ email, which included a corny joke, plus other comedic visual clues, to hint at the comedy angle while creating intrigue around the main event which will be kept a secret until the custard pie lands (splats) on people’s desks. The email has the pay-off that, if people keep the date free, then Tesco Compare promises that the jokes they’ll hear on the night will be much funnier.
Gemma Whitton, Online Marketing Manager at Tesco Compare, comments: “We were delighted with WDMP’s response to our brief. The custard pies will look absolutely amazing and their quality reflects both the exclusivity of the event and the silly humour of the Fringe. When people open the box and see what’s inside, it’s bound to get the whole office talking.”
Gavin Wheeler, CEO at WDMP, adds: “B2B mailings can sometimes lack impact so we wanted to create something that would make a real impression and put a smile on people’s faces. We invested time in having several versions of the pie made in order to perfect the comedy custard pie look, while making sure they stayed intact in transit and also tasted great. As far as we know, this is a marketing first. Even if recipients can’t make the event, we’re sure this will make their day.”
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