Eye-catching, large, colourful postcards focusing on food products, getting right back to the heart of the Sainsbury's brand – quality. Each execution had a powerful product or service lead story backing up the promise in the headline. The postcards were supported by radio scripts also focusing on the promise – showing how Sainsbury's Online's reliability can improve family life.

This is a breakthrough campaign for Sainsbury's direct marketing, both in terms of creativity and results. These fantastic response rates have fully justified the client's and agency's confidence in this bold campaign. 'Hat' - wave one finished at 14.07% and wave two is at 15.61%, (voucher still redeemable).

'Apple' - wave one is at 11.39% with the voucher still 'live'.'Baguette' finished at 15.55% redemption.

'Wine Bottle' finished at 33%.Other key performance indicators show equally spectacular results. Frequency of shop has increased by 5 days, customer retention by 10%, the active customer base is growing every week, and basket size has increased by 5%.