The client ran an annual “Christmas In July” sale, which they wanted to offer to previous customers the weekend before it broke to the general public, so direct mail was the perfect vehicle.

In developing the campaign what was more natural than a Christmas card that would arrive in July, implying it had been lost since December.

To achieve the maximum impact of the thyme, the 350,000 envelopes were hand addressed in blue ball point pen, the discount offers were presented as saving checks, nested inside a Christmas card, that provided sale details, first class stamps were used and the envelopes were even sealed with the previous years Christmas Seals.

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