The Kraft Foods Europe Coffee Category Management needed a VIP mailing for 100 key internal and external stakeholders. The goal of this mailing was to involve this audience, create an experience, and display category leadership in a memorable way.

A calendar is a lasting piece of communication - done nicely it will be a reminder in the office of the recipient for a year. In our case the technique of glue print allows for maximum surprise upon reception, direct interaction whilst completion and leads to a rewarding result. The glue typography only works with coffee powder - a sensual do-it-yourself experience. The content is as fun and surprising as the technique used to make it visible: “secret facts” about coffee. The medium chosen, the technique used, the content and the visual treatment all work together to create maximum engagement.

This VIP mailing achieved 100% desired audience reach and garnered 100% participation - all recipients engaged with the calendar to reveal the content. It takes around 25 minutes to complete the calendar - and that’s time spent with the brand! As a result the category management received 100% positive feedback. Kraft Foods is seen as modern, creative and interesting. It is in the nature of this kind of activity that there are no imminent results. It is all about increasing loyalty and deepening relationships. About creating a memorable experience. The added value of the finished mailing serving as a calendar in the office of the key audience makes this activity all the more relevant.