Evergreen Milk Rocks! Mailer

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Created: 08/30/13
Last Edited: 08/31/13
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Description
The main objective of this direct mail campaign was to help Evergreen Packaging Group sell more milk cartons to schools by specifically targeting school food service directors, who are responsible for placing milk orders on behalf of each school. The “pull-through” style campaign included incentives, such as in-school concerts, merchandise, and school displays, to reward students who requested milk instead of unhealthy lunch drink alternatives. The more students became engaged with the Milk Rocks! program, the more they chose milk at lunch, which increased school milk demands, required school food service directors to place more orders of milk, and ultimately resulted in more milk carton production orders for Evergreen Packaging.

For more details, please visit http://www.workbykevin.com/

Recognition

2008 Best In North Carolina BMA ProAd Award, Direct Mail
2008 Gold BMA ProAd Award, Direct Mail
2008 Gold BMA ProAd Award, Total Communications

Credits

Evergreen Packaging, Advertiser & Client
Lyerly Agency, Ad Agency

This work was created in collaboration with other team members while I was Senior Art Director at Lyerly Agency.
  • Detail view of the outer box label The Milk Rocks! 2008 Tour logo.
  • Full view of the outer box label The Milk Rocks! 2008 Tour logo.
  • Full view of the outer box, program informational brochure, “behind the milk” music style informational DVD, backstage pass with quick facts about the program inside a backstage pass sleeve with lanyard and program keychain, and a concert ticket style call to action piece.
  • Detail view of the program informational brochure front cover with custom-illustrated tour bus, super-imposed over a pile of custom-illustrated school concert tickets.

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