Eatalica wanted to spread some excitement about its new juicy burger to its existing customer base. On a limited budget. A direct mailer was devised, wherein the juicy burger and a "Just-in-case" pouch were home delivered to selected customers. The pouch had a complimentary stain remover sachet in it, encouraging customers to indulge on Eatalica's new juicy burgers without worrying much about the stains. Suprised customers called back and had a laugh. Word of mouth quickly spread. In fact, some customers referred their friends and requested the DM to be couriered to them. Subsequently, walk-ins doubled in the following weekend.
Agency: 1pointsize Chennai, India.