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Weald Smokery

Mail Order Brochure

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Brief

For the Weald Smokery, its mail order brochure is a key piece of marketing collateral, released each autumn in time to capture the crucial Christmas sales period.

Following the rebrand we’d carried out in 2014, the Smokery asked us to revisit and reinvigorate their 2015 mail order presence, both in terms of creative presentation and the products themselves.

Visually, the brochure had to be aligned with the new branding, with an emphasis on taste, quality, provenance and authenticity. We also needed to create the same natural feel and product focus across the product range as we had achieved on the website.

Solution

Throughout the new brochure, we placed the food front-and-centre, through new bespoke photography that we commissioned and art-directed.

We produced the brochure on uncoated stock to create a tactile, premium feel. The landscape format allowed us to display the images to maximum advantage: the size was carefully calculated to ensure the client benefitted from all available postage discounts.

We recommended a new line of gifts built around customers’ needs and changing buying habits, with gifts for specific occasions and events, budgets and categories of recipients.

To give the brochure greater longevity and ensure retention, we also introduced year-round recipes and offers, alongside the Christmas hampers and gifts.

Results

The new brochure has been very well received, and fits seamlessly with the new branding established on the Weald Smokery website and other materials. Sales for Christmas 2015 have been encouraging, with over £20,000 of sales received online alone in the first six weeks.

Testimonial

The mail order brochure is probably our most important piece of printed material each year. This new piece, as well as targeting the vital Christmas period, has year-round value for our customers. Most importantly, it puts the focus where it really belongs; on the taste, quality and authenticity of our food. Andrew Wickham, owner

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