Highland hero

Client: Highland Fayre

Task: Deliver effective direct mail campaign for luxury hampers

When Perthshire based Highland Fayre commissioned Ocean to create a direct mail campaign to promote their luxury hampers, we knew this required more than a conventional mailer showing a carefully arranged basket of food. Instead it needed something distinctive to attract and engage customers, leading ultimately to increased product sales.
 

How we did it
Working with one of the UK's leading illustrators, we created 'Hamish', a traditional but highly original West Highland Terrier, as an extension of the Highland Fayre brand. With an outgoing, fun-loving and loyal personality, Hamish exuded quality and charm. A series of three cartoon strips was carefully planned, with clever and humorous illustrations following a continuous storyline based on an action-packed plot and witty one-liners. Both print and electronic versions were produced, but for each mailer it was more than just a cute dog and a funny story. Each had the same key elements to draw on people’s senses and make them commercially effective. All episodes included highly visible product placement and each ended with a clear call to action - a time-led incentive promotional offer just a phone call away. Delighted with customer response to the Hamish campaign, Highland Fayre commissioned a second series for the run-up to Christmas 2010.