Case Study: Copella Door Drop

The brief

Drive penetration of a little known brand in a crowded category.
Facilitate consumers' discovery of the brand: a story of provenance and authenticity from a farm in Suffolk.

We evolved a previously successful targeting model for even greater acuity. Coupling weight of purchase and penetration data, we identified high value sectors that we could target with door drops.
The creative idea was a seasonal postcard from Boxford Farm showcasing the springtime apple blossom. Using photography taken on the farm, the postcard was the perfect vehicle to tell the brand story.
The copy was inspired by a genuine character at the farm, explaining how Copella's taste and colour changes throughout the year. Using real handwriting, coupled with a gloss front and matt reverse, the door drop looked and felt like a genuine postcard.

Redemption rates approaching 10% suggest that the door drop out-performed previous campaigns, indicating that it shifted penetration and sales by at least +30% and +10% respectively.