Challenging weather conditions such as cold, rain and snow make it difficult to barbecue in the middle of winter. To encourage people to do so nonetheless, we decided to provide people with the means to cook on their barbecue whatever the weather.

Challenging weather conditions such as cold, rain and snow make it difficult to barbecue in the middle of winter. To encourage people to do so nonetheless, we decided to provide people with the means to cook on their barbecue whatever the weather.

The card is kept deliberately plain and minimalist in order to accentuate the firelighter material and retain an authentic quality. The design of all the elements (card, match and envelope) has a premium feel that is in perfect keeping with the brand's history and the expectations of its target audience.

The cards generated a 67% positive responses out of 1,000 mailings: positive letters, messages, tweets and posts. This is over 15 times the average response rate for direct mail. And most importantly, the cards initiated a behavior change since hundreds of barbecues were lighted this winter.