The ‘milk carton’ mailing was much talked about by farmers and generated a high level of interest in the product. It received a 6.95% response which is an unprecedented response rate for this highly resistant target audience. The cost per sale was $8.21 which compares favourably with the average cost of $100 plus for signing up other segments to Xtra Broadband. The pack immediately established itself as the ‘control’ and is now in its third campaign.