The best way to develop an impactful mail package was to use a recognisable business issue. We chose the worldwide dominance of Microsoft in the world of software. We put that into perspective by linking Microsoft's important role to that of Cup-a-Soup in the business-environment. It's a sympathetic way of telling that if you really want to 'automate' your business, you need Company 2003; the automation package for a fully integrated soup infrastructure. The package was based on the Microsoft software-box, transformed in detail to a Cup-a-Soup 'automation package' and, of course, done according to the automation 'codes of conduct'.

In December 2002 we started to send 94,400 packages out to potential Cup-a-Soup clients. On 1 April 2003, 11,417 companies responded to the DM package and stated that they were interested in the placement of one of the Cup-a-Soup soup systems. That’s a response percentage of 12.1%, which is by far the highest retention rate we accomplished for the brand.