Twinings targets pre-Christmas sales with DM campaign

Tea brand Twinings has used a mix of print and online marketing to increase sales of tea, coffee and hot chocolate before Christmas.

The campaign, created by marketing company Golley Slater Direct and printed by Central Colour, will use direct mail backed up by an online forum to drive sales and sign-ups to its Tea Tasters Club.

Twinings will follow this with its 12,500-run, 32pp Christmas 2008 Twinings Direct Catalogue, printed on a 115gsm A5 FSC-certified stock. The catalogue will be sent to 9,727 names on Twinings' CRM database with overs available in the flagship London Strand store.

"A strong focus of the campaign will be increasing basket size to encourage each customer to increase their average spend," said Golley Slater Direct joint managing director Rebecca Braithwaite.

"The aim of the campaign is to grow the direct business customer base of Twinings. The catalogue is the perfect tool to drive in sales and repeat orders," added Braithwaite.