As the special offers were from a kitchen cupboard company and a large appliance company, the mailer was given a baking theme. The home loan customer was offered 'The Bread' they needed to improve their homes. The letter was in the form of a recipe card, complete with fingerprints in flour. Each of the special offer vouchers carried a real recipe for different types of bread. The outer envelope was produced in brown paper similar to that used to wrap loaves.

Average response rate - 4.75 %.

Improved awareness and product education: Incremental calls to call centre for information six months into the programme - already achieved 160% of target income. Almost 100% increase in average payouts over previous year.