• Chiefmarketer.com, Monday, December 27, 2010 1:15 PM

Coffee brewing systems maker Keurig, owned by Green Mountain Roasters, did something different before Christmas. The company launched a traditional direct mail campaign to get consumers to try their brewing system.

The direct mail effort involved a drop of 125,000 pieces to get consumers to try to machines either as gifts or for themselves. The effort comprises two different packages, both via King Fish Media. One was a drop of 50,000 copies of a 16-page catalog "Share the Love" mailed to high-volume consumer customers. And 50,000 were sent to customers who hadn't made a purchase within the past year.

Separately, 25,000 prospects who had never made a purchase received a 10-panel accordion-style mailer.

Read the whole story at Chiefmarketer.com »