Direct Mail Piece of the Week: Nutella
November 26, 2014
Free samples are a great way for companies to reach new clients who may never have tried their product before. This edition of the Ritter’s Direct Mail piece of the week looks at a mailer I received from nutella that included the best kind of free sample: food! Let’s take a closer look.
Format: This was an 8.5×11” piece folded in half with a foam insert.
Design: Few things have more impact than quality photos of food. Nutella did a great job of keeping the text light on the two outside panels and instead included photos of nutella paired with different types of food. They also used red as an accent color—the same red that is part of the nutella logo. One clever idea they used was including a recipe that used nutella on the inside of the mailer.
Printing & Paper: There weren’t any special techniques used, the stock was heavy enough and it arrived in good condition.
Presentation: The mailer arrived in a clear wrapper which kept the mailer and the foam insert together. Since you could see what was inside, using a clear envelope was very important. The package itself was bulky and of course I was curious about it so I definitely took my time looking at it.
Purpose: Sales: get more sales from existing clients and introduce nutella to anyone that does not eat it.
Offer and Call to Action: Offer was to try the enclosed sample, make a recipe with nutella and also to use the coupon they included. On both sides of the mailer, they very clearly said a free sample was enclosed and it was easy to see and read. On the inside, the recipe was large type so it was super easy to read. The coupon was along the bottom of the page and the savings was in red, all caps and a very large font.
Digital technology integration: None. My only suggestion would be for them to say “For more delicious recipes, go to their website address” or use a QR code to take them to the recipe page on their website.
Personalization: None but none needed. This was most likely sent to entire neighborhoods based on demographics (possibly with children in the home).
Overall, nutella used great images and coupled with the free sample, I can’t wait to try it!