It comprises an intriguing A2-size paper insert designed to look like a table cloth when folded out, with an alluring question on the branded envelope - 'What's at the heart of every great meal?' - that will certainly attract food lovers.
The folded tablecloth neatly opens out in various sections to reveal some mouth-watering, classic British Sunday lunches, complete with the recipes, preparation methods and recommended timings needed to serve them. How useful - I might actually file this mailer among the Nigella Lawson books in my kitchen. The tablecloth also includes a short profile of various farmers to complement the recipe ingredients and drive home the seasonal focus.
The creative theme running throughout this campaign appears to be time, from food-preparation time to suggested timings for serving - promoting not just the individual products, but also the ideal leisurely Sunday lunch, which we all try to recreate once in a while. The visuals also evoke a strong organic feel, effectively promoting Waitrose's seasonal produce.
Combined with money-off vouchers contained within the mail pack, these sumptuous recipes, including Roast Prime Rib of Beef and Cox's Apple and Blackberry Scrumble, will definitely tickle the tastebuds.
Mailer: Kitcatt Nohr Alexander Shaw.
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