Claydon Heeley Jones Mason is targeting store cardholders with tailored mailings that vary according to a shopper's spend at the stores.
The mailings highlight the launch of Body Craze, in-store activity focusing on the fascination with the human body that runs throughout May, with creative that plays on perceptions of different elements of the body.
Top-spending cardholders will receive hand-delivered bouquets made up of flowers that contain herbal remedies. Attached is a card that offers recipients a free gift when they visit the store.
Other cardholders will receive a mailing that asks them to explore elements of the Body Craze festival that interest them most. It uses a sticker "peel and reveal" idea to get shoppers more involved. Recipients can find out more about ideas such as "I'd get a tattoo".
The work was art directed by David Mason and the copywriter was Mark McCall.