The outside of the direct mail piece:• is a witty demonstration of Sainsbury's understanding that our target audience spend frustrating hours searching tiny labels for suitable ingredients• looks like food packaging to gain people's attentionThe inside of the mailing demonstrates that Sainsbury's freefrom range is the solution to their problem:• labelling is straightforward and easy to understand• there are lots of different food products• recipe ideas to inspire customers that the food tastes and looks good• a prize draw to gather information• and targeted coupons to get customers to try the products

• The week the mailing was delivered, sales of freefrom products increased by 23% • Return of Investment of almost three within certain customer segments• Coupon redemption of up to 7.0%• Motivated lapsed shoppers to start shopping at Sainsbury's again