The Secrets of Coffee Calendar Mailing

Background

Kraft Foods Europe needed a VIP mailing for its 100 key internal and external stakeholders in the coffee category. (Their brands include Carte Noire, Kenco and Maxwell House)

The brief was that this could not be a standard incentive or give-away. It needed to engages a target audience of coffee experts, surprise them and demonstrate that Kraft do things only a category leader would do.