This mailer is a multi-part promotional piece that was mailed out to registered dietitians (RDs) across North America promoting the healthy aspects of the new recipes for Unilever’s Buttery Spreads (Country Crock, Promise, and I Can’t Believe It’s Not Butter!). The client wanted to encourage the RDs to consider using these buttery spreads as a baking ingredient alternative to butter or some of the more unhealthy butter substitutes.
We first created an identifying mark, similar to a logo, that could be used on all the pieces. We created the “This RD Bakes!” mark in the circle with the wooden spoon to help push the idea of baking while using design elements and colors that complimented all three brands.
Next we started to design the mailer. We wanted to have this mailer be an experience and be all about baking so we designed the shell of the mailer to look like a modern oven with the window on the oven door actually die cut out of the piece so that you could see the contents through the window. Once you opened the top flap and pulled down the “oven door” you found inside a pocket that contained a brochure that talked to about the health benefits and advantages of using the Unilever Buttery Spreads.
Behind that brochure were three recipe cards (one for each brand) that had a recipe on one side and the nutrition facts on the other so that the dietitians could see for themselves just how healthy of an option they were. Behind the recipe cards was a self-mailing BRC (Business Response Card) so that we could get feedback from the recipients. In exchange for them returning the card they were entered into a drawing to win a prize.
In addition to the BRC we wanted to give recipients other options to reply so we also created a microsite and provided a URL as well as a QRCode on the back panel of the mailer that would be revealed once all the pieces had been removed. Once clicked, the QRCode led to a microsite that furthered the experience of the mailer online with a digital version of the BRC code. This allowed each recipient to respond in the manner that felt most comfortable to them and so increased our response rate greatly.
This piece was done for Unilever through Pollock Communications.
