Sainsbury's developed a new food range called freefrom. This range is specifically targeted at people who believe themselves to have an allergy to certain foods.Our brief was to:• introduce the new food to selected customer segments• excite them that although the foods are free from gluten, wheat or dairy they aren't free from taste• show customers that the ingredients labels are easy to read• get customers to purchase from the range

The outside of the direct mail piece:• is a witty demonstration of Sainsbury's understanding that our target audience spend frustrating hours searching tiny labels for suitable ingredients• looks like food packaging to gain people's attentionThe inside of the mailing demonstrates that Sainsbury's freefrom range is the solution to their problem:• labelling is straightforward and easy to understand• there are lots of different food products• recipe ideas to inspire customers that the food tastes and looks good• a prize draw to gather information• and targeted coupons to get customers to try the products

• The week the mailing was delivered, sales of freefrom products increased by 23% • Return of Investment of almost three within certain customer segments• Coupon redemption of up to 7.0%• Motivated lapsed shoppers to start shopping at Sainsbury's again