Spicing up alumni communications

Posted: June 18 2009 in News, Work

Taste and smell are the two senses that are usually ignored in marketing communications. Yet, used with a bit of imagination and flair they can be incredibly powerful. Catch the whiff of an aroma or a familiar taste and you can be instantly transported back to a specific time in your life. So, when our clients at The University of Sheffield wanted to mail out something a bit different to their alumni we suggested they send a little bit of Sheffield in a bottle. Our solution was a neat ‘A Taste of Sheffield’ box containing a bottle of the sublimely spicy Sheffield delicacy, Henderson’s Relish, together with a dinky little Henderson’s Relish recipe book. The idea was to capture their attention with a whiff of nostalgia about wintry Sheffield student nights, bags of chips and steaming hot pies enlivened by a splash of Hendersons that would make them want to stay in touch with the university and support their ongoing alumni campaign. The pack also serves a secondary purpose as a quirky giveaway to important visitors to the university and as an unusual gift at international events.