An engaging Back-to-School Planner was sent to 52,000 mothers, two weeks before their children returned to school. Adopting a friendly tone and casual style, the Planner was packed with fun tips on getting her child – and herself – ready for the new term. Mother and child were encouraged to complete the Planner together, helping to strengthen their bond. And sprinkled in the pages were hints to the children to show appreciation for their mothers – which cheered mothers immensely. With this communication, Nestlé transformed what could have been a difficult time into a pleasant, manageable and fun experience.

Consumers were invited to send their completed Planners to Nestlé with no incentive other than a chance to share. The response was enthusiastic. Planners were meticulously filled with diary entries, heart-warming sketches and charming family photographs. In the many thank you notes, mothers asked for the Planners back, anxious not to lose this valuable tool. A total of 118 Planners were received by Nestlé, postage paid by the consumers. The Planners have since been returned to their respective owners.