The mailing tells a story reflecting a situation from the relationship between the cat owner and the cat: • The cat owner is coming home with a bouquet of flowers to please herself• She also thinks of pleasing her cat - with new Sheba Delicettes• Finally both are enjoying their relationshipThe story prominently presents the new product and its benefits. The impact of the story is strengthened by a new, modern and emotional shooting. A promotion involved the consumers by asking them for the favourite variety of Sheba Delicettes.

• The mailing had an important role to reach the revenue targets of the launch• Response rates reached almost 10 % • Average response index of 100 was exceeded to 178.