In April, Omniva awarded the title of the best direct mail of the month to Clean Kitchen – a company that delivers food boxes to people to enable everyone to cook healthy restaurant-quality meals right at home.
“Clean Kitchen’s direct mail stood out thanks to its nice design and clear message – the service was introduced using mouth-watering images and concrete arguments that could inspire the chefs at home,” Omniva head of advertising services Kristi Purge explained. “It is great that such innovative services are advertised more and more using direct mail, because its affordable contact price makes the channel a great partner for web advertisements allowing to convey immediate emotion and be memorable,” Purge added. April’s best direct mail is also cleverly structured, because it used a discount code, which can be redeemed later to measure the effectiveness of the regional advertisement.
Clean Kitchen representative Helen Lukk said that the aim of direct mail was to spark interest in the new service in the Peetri area and to raise people’s awareness. “We opted for direct mail because we wanted to try out other marketing channels in addition to social media. Direct mail seemed like a great way to reach the client. By now, several people have used the discount code and made their first order, but we believe that there was also an indirect impact which cannot be measured,” Lukk said.
In addition to Clean Kitchen team, we also recognise their partner, advertising agency DDB who designed the pamphlet. Omniva bases the assessment on outstanding design, distinct message and suitability of the solution for direct mail.
86 clients used direct mail in April, sending out 205 different direct mail items.