Royal Mail offers chocolate mailpacks (UK)
Royal Mail is stepping up its efforts to get companies to use direct mail by creating a new personalised mailpack made entirely of chocolate.
The pack aims to demonstrate to businesses the benefits of enhancing brand communications by engaging more senses through direct mail initiatives with its own chocolate mailing.
It includes an engraved personalised message and a brochure with a heat-sensitive cover. The ‘chocolate letter’, created by Proximity London, demonstrates the sensory experience of direct mail, and also gives examples of best-practice sensory direct mail from around the world.
The campaign follows Royal Mail’s partnership with Brand Sense, the sense branding specialists, to develop a solution which will enable brand managers to connect with customers to engage three or more of the senses through direct mail.
The “chocolate letter” pack is being sent to senior marketers at 1,000 of the top UK businesses and their creative agencies. It aims to demonstrate how direct mail is more effective than any other channel in engaging all five senses by creating emotional and more profitable connections with customers.
Royal Mail head of media development Antony Miller says: “Direct mail has for a long time been typecast as a predominantly response driven marketing medium by many. So, with this campaign we really wanted to shatter this misconception and demonstrate the flexibility of the medium by showing how it can enhance brand engagement and build deep and meaningful relationships with consumers.”
