Ferguson Plarre Bakehouses have a long-standing reputation for their production of baked goods. During the holiday season, the bakehouse sells a range of Christmas goods- puddings, cakes, pavlovas, gingerbread houses and more. To promote their range and position themselves as the go-to place for Christmas goods, Ferguson Plarre launched a direct mail campaign in the holiday season.

Method

• The catalogue highlighted the range with rich and vibrant photography to make the desserts look like a delicious but also aesthetic addition to the Christmas table. The 263,000 copies of the publication were distributed via a letterbox drop targeting a 5km radius around each of the 85 stores in Victoria.

The results

• The thirteen week campaign was a success in positioning Ferguson Plarre as a destination for high-quality, and delicious Christmas goods, with an overall 43.4% increase in retail sales. The campaign led to an increase in more than $380,000 profit from the previous year, and the average weekly spend during the campaign increased to $100,770, a 43% year on year increase.

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