Product category:
Integrated marketing
News Release from: 141 Worldwide
Edited by the Marketingservicestalk Editorial
Team on 09 October 2007
141 newsletter delivers Total excitement
141 Worldwide/London has given a complete facelift to the consumer newsletter for Total Greek Yoghurt producer Fage.
The first of the new-style newsletters goes out this autumn and will be hitting doormats from the beginning of October The eight page magazine-style mailer will be sent out to Fage's (pronounced Fa-yeh) existing database of 42,365 people
It will be accompanied by a tailored welcome letter which segments the database targeting those who have had no prior communication, to regular Total yoghurt users who have previously responded via questionnaires, and contains different copy and offers accordingly.
The latest issue entitled Total Excitement, has a fresh design that matches the clean and natural taste of the UK's best-selling Greek yoghurt brand.
The front cover shows a Total Greek yoghurt pot with a sparkler inside, to reinforce the newsletter's autumn theme.
It includes news such as Total Yoghurt's recent win at the Guild of Fine Food's Great Taste Awards.
There is also useful information about the product range and ideas for delicious and easy seasonal serving suggestions.
Stephanie Edwards-Morgan, 141 account director, said: "The aim of the magazine is to let people understand what an amazing product Total Yoghurt is in terms of nutrition, quality, taste and flexibility - perfect for the busy modern family at any time of the day.
"The newsletter allows us to create a real buzz around the expanding Total yoghurt range and helps Fage to develop a dialogue with its consumers".
Emma Wilson, of Total Greek Yoghurt, added: "Our restyled newsletter gives a real insight into Fage and tells the story behind our product range - we hope it will encourage users to be more adventurous with Total Greek yoghurt.
"This is a key commitment to customer service and also underpins our aim to educate readers into understanding why our yoghurt is a natural and tasty product".
The mailer mirrors the modern brand look and feel of the website and other recent marketing literature designed by 141.
The site focuses on providing information about the Total brand and product range, including nutritional details and delicious serving suggestions.
141 secured the Fage business via a five-way competitive pitch earlier in the year.
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