THE FIRST COOKABLE ORGANIC CHRISTMAS CARD Air Brussels für Lima Organic Food

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THE FIRST COOKABLE ORGANIC CHRISTMAS CARD

In die Sammlung hinzufügen
Notiz hinzufügen
Branche Scharfe und salzige Kost
Medien Direkt
Markt Belgien
Agentur Air Brussels
Creative Director Gregory Ginterdaele, Marie-Laure Cliquennois - Marine Vincent
Art Director Antoinette Ribas
Copywriter Philippe Fass
Veröffentlicht Dezember 2011

Kredite und Beschreibung

Category: Fast Moving Consumer Goods
Advertiser: LIMA ORGANIC FOOD
Product/Service: ORGANIC FOOD
Agency: AIR BRUSSELS
Creative Director: Gregory Ginterdaele/Marie-Laure Cliquennois (Air Brussels)
Art Director: Antoinette Ribas (Air Brussels)
Copywriter: Philippe Fass (Air Brussels)
Account Director: Judith Tresignie/Sandrine Dicop (Air Brussels)
Graphic Designer: Clara Climent (Air Brussels)
Client: Sophie Mommaerts (Lima)
Media placement: direct mailing - mailing - 22 December 2011

Describe the brief/objective of the direct campaign.
Lima is the pioneer brand in the category of organic food. Lima wanted to reinforce this position with its partners and consumers during the Christmas season.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We came up with the edible Christmas card. It got sent to all Lima partners, distributers and retailers. Besides wishing a tasty and healthy Christmas, it also directed them to the website cookinglimawishes.com, which gave more details on how to 'prepare' it. Indeed, the paper was entirely made of organic celery and leek. And the ink was edible too. Once ready, it could be enjoyed with the traditional Christmas meal: turkey with chestnuts, pears, cranberries and organic greeting card mash. Lima's resolution for the New Year ? Enjoying every single bit of it.

Explain why the creative execution was relevant to the product or service.
It reinforces the position of Lima as a pioneer brand in the category of organic food. It has never been done before : an organic cookable Christmas card with celery and leek.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The number of visits to the Lima website tripled in 48 hours. The edible greeting card initially created for Belgium, France and The Netherlands, ended up being produced for Germany, Austria and Switzerland too. The card (and Lima) got press coverage in newspapers and online. Lima got invited on a show radio to prepare the card and do a tasting. Live. An impressive amount of Mmmmmmmmm were noticed on the 24th of December between 9 and 11p.m. Christmas was healthier than usual.