We created a thank-you mailing that invited best customers to the gourmet section of The Great Indoors to pick up a free bottle of Made in Napa Valley Dipping Oil. They could choose one of three flavors. The piece included recipe cards that were perforated so customers could toss them in a purse or file them for future use. Each recipe called for the Dipping Oil. The seasonal colors and color swatch photography were used to convey a sense of newness in the store. Customers were invited to “Come in for a taste of spring.”

The client was pleased that such a large number of its best customers came back to shop a relatively new and not often visited area of the store. (The store managers and gourmet food buyers were thrilled.) The 7.86% response rate exceeded the client’s expectations. In fact, many of the stores had to replenish their supplies multiple times. Unfortunately, the client would not approve publication of sales revenue.