Maple Leaf Farms
Missing Piece Direct Mail Campaign
Maple Leaf Farms, one of the nation's leading duck farms, wanted to target high-end restaurants across the country that weren't serving duck on their menus. They asked us to send the chefs at those restaurants a customized present and a letter. I think we were expected to slap a logo on some shot glasses or something. But I thought we could do better.
We designed a hand-cut wooden puzzle, customized with the name of each executive chef's restaurant.
We packaged it up real fancy and mailed it. But we did withhold one puzzle piece that held the whole thing together. (Metaphor!)
We weren't total jerks, though. Included in the box was a nice little note explaining that all they had to do to get their wooden duck piece was to give Maple Leaf Farms a call. Then, a couple weeks later, we sent this little follow-up card (along with the missing piece...again, we weren't jerks.)
To personalize it even more, we convinced the company’s owner to give out his own number (But maybe leave him alone, okay?)
Cliff McCloe, Concept & Copy
Jim Nesbitt, Associate Creative Director
Jen Sonnichsen Parker , Senior Designer
Norene Sandifer, Print Director
Produced by The Garrigan Lyman Group
And thanks to the Seattle Addys for awarding it a Silver Medal.