A sweet with First Direct's name running through it - a refreshingly different offering from a bank. A perfect reminder and a delicious route in. We tempted with 'bite size' information that charmed them all the way to the bank.

Tough targets have been blown away - response rates at 4.25% exceeded target by 70%. The pack has been 62% more effective than other 'chase' communications. And cost per customer is a very sweet £29, against an average of £50.