Abel & Cole – Organic September campaign
Part 1/5: Acquisition DM
Senior design by Michelle Evans, Senior copywriting by Barry Lattimore-Quinn, campaign photography by Gary Congress, social media and video by Fred Mackenzie, email design by Berta Barcia, web design by Sam Roberts with recipe styling by Jassy Davis and Sam Richards.
Organic food subscription business, Abel & Cole coincide their biggest campaign of the year with the Soil Association’s Organic September activities.
I planned a campaign that focussed on A&C’s core brand but visually stood apart from their usual marketing comms. The 101 Reasons campaign aimed to educate, entertain and inform customers. Content would be varied yet consistent and easy to tailor for different marketing channels.
It’s a broad campaign, so I’ve split it up to make it easier to digest; on this page you can see some direct mail acquisition work.
A double sided letter and a booklet mailed out in a custom envelope. Content is tailored for registrants, recipe box customers and lapsed customers. Various ‘reasons’ are added throughout to enhance the message and deliver the campaign. Reason 1, takes the lead to give an element of consistency as recipients move through the customer journey.
Invite, reminder and final reminder emails were sent to each of the segments and customised to their needs. Again, the primary lime green reason 1 takes precedence.
Acquisition landing page
We redesigned the Abel & Cole landing page to fit the campaign. Prospective customers get a consistent journey whether they come to it via email or DM (or another method).