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
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
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.