101 Reasons

Reason 25, which shows mountains made out of organic cheese with little model cyclists riding up the side. It’ about the maountains of organic cheese that make up the Abel & Cole range.

Abel & Cole – Organic September campaign

Part 4/5: Retention – Nursery Programme

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.

As a subscription business, it’s important for Abel & Cole to on-board new customers effectively so that they stick with it. The nursery programme enables A&C to introduce different products to the customer in a staggered way with offers to entice them to keep shopping over their first month or so.

During September, the nursery programme was refreshed and made a part of the 101 Reasons campaign. For customers it now matched the website and acquisition channels they may have seen.

The front cover of the voucher booklet showing Reason 50, which is about treats and rewards.

Printed voucher booklet

New customers received a voucher booklet in their first box with offers they could redeem over the coming weeks. Vouchers could be torn out and stuck to their fridge.

A spread from the voucher booklet showing Reason 37 on the left (dairy cows, with a picture of a brown cow) and a voucher on the right showing Reason 79 (award winning eggs). A spread from the voucher booklet showing Reason 31 on the left (no additives and a heart made of fruit) and a voucher on the right showing Reason 12 (the best animal welfare with chickens clicking about). A spread from the voucher booklet showing Reason 21 on the left (ecological yellow vans) and a voucher on the right showing Reason 59 (single recipe recipe-boxes).

Email reminders

In case a new customer forgets the offers, we send them an email reminder before the date of their order. Each of these is matched to the style of the voucher and gives them easy access to the website.

An email reminder to suggest customers use voucher 1 using the same colours and Reason. An email reminder to suggest customers use voucher 2 using the same colours and Reason. An email reminder to suggest customers use voucher 3 using the same colours and Reason.