Money Unlimited aims for standout using napkin ads

Napkins and sandwich bags are being used by Guardian Unlimited to reach consumers on their lunch breaks. The company has chosen the unusual media to publicise its new personal finance site Money Unlimited.

Napkins and sandwich bags are being used by Guardian Unlimited to

reach consumers on their lunch breaks. The company has chosen the

unusual media to publicise its new personal finance site Money

Unlimited.



The agency KLP has bought five million napkins and more than one million

sandwich bags for the drive, which started this week.



The napkins have been distributed in London sandwich bars. They carry

the message ’Dough, sheets, wedge, lolly - whatever you call it, we’ll

help you sort it.’



The napkins also flag up a Money Unlimited competition whereby the

winner has their mortgage paid off.



The sandwich bags have been deployed in cafes and bars across

Manchester.



Guardian Unlimited brand manager Jules Griffiths oversaw the unusual

marketing push, which is designed to promote Money Unlimited as ’a

friendly voice in a crowded market’.



She commented: ’Money Unlimited has great interactive content presented

in a way that even the most financially phobic person cannot ignore. The

use of napkin media in London and sandwich bags in Manchester will reach

people during their daily routine. They can log-on and sort out those

postponed money matters all in a lunch break.’



Guardian Unlimited is planning to run a 60,000 direct mail push in the

next stage of the campaign.