Our target audience were Sainsbury's customers who rarely buy organic products.The brief was to convince the target audience to buy organic products as part of their regular shop by:• Educating the consumer on Sainsbury's commitment to Organic production methods• Making them aware that the everyday items (bread, fruit, cheese, meat) in their shop are available in the Organic range• Doing all of the above using an innovative format

Our solution was to produce a Direct Mail piece that engaged the consumer in a tangible way right from the start.

• Vibrant orange image enticing the reader to peel open the brochure and reveal the five reasons why they should buy Sainsbury's Organic food• Mouth watering copy that brings to life the delicious taste of organic food• Money off coupons to encourage customers to trial some basic organic products so they can see the quality and taste the difference themselves

The client was very excited by the innovative approach to the brochure, as it was the first time this 'peel' format had been produced in the UK. The results are still coming in but early indications of the coupon redemption show that it is performing well.