We had exceptionally high coupon redemption (18%) and the return on investment was equally outstanding. For every £ spent, we drove an incremental 31 pence, which was unprecedented. To quote Unilever's key evaluation source across a wide range of FMCG brands investing in direct marketing (dunnhumby - Tesco): "These results represent an exciting day for Unilever, with the first ever campaign to show a positive ROI (in such a short space of time)."