Sainsbury's to back Freeform range with DM from Proximity.[

Sainsbury's is supporting its Freeform range with direct marketing for the first time.

Proximity London has created a campaign for Freeform, the gluten, wheat and dairy-free range. The mailing, to 320,000 Sainsbury's Reward customers who have either bought similar Sainsbury's products or match the profile of customers likely to do so, plays on the clear labelling of the range.

Freeform products include soya drinks, chocolate bars, crisps, sauces and pasta.

Freeform labels are supposed to be read at a glance to inform shoppers if they contain suitable ingredients. The two-piece mailing, featuring images of pasta, claims to be "rich in info". The back of the mailing spoofs an ingredients label with the line: "Eyestrain (100%) caused by the need to squint at labels to see if certain foods are suitable for you."

The mailing includes recipes using food from the range, money-off vouchers and the chance to win a year's free gym membership. It contains an endorsement from the allergy charity Allergy UK.

The Freeform campaign was created by the art director Nicola Rogers and the copywriter Derrin Stent.

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