2013 Christmas brochure

by CPL Client: Fortnum & Mason
The Brief

After winning the contract with Fortnum & Mason, PR firm Seven Dials turned to CPL to help produce the retailer’s new-look brochure, which would bring to life the traditional Christmas figures that adorn Fortnum’s products by imagining a party in a snow-bound woodland.

The retailer’s aim was to drive customers not just to its Piccadilly premises, but to its website – and to do this, the store realised it would need to engage and inspire readers by telling a wonderful festive story.

Objectives
  • Encourage customers to visit both the Piccadilly store and the retailer’s website to order luxury food gifts for Christmas
  • Reimagine the company’s traditional approach to a Christmas brochure and provide fresh, festive design
  • Produce a premium-quality printed brochure which echoes the brand’s heritage and status
Creative Approach

A forest was hired and actors selected for a major photoshoot attended by a support crew of 20 people, ranging from makeup artists to a unicorn-wrangler.

The resulting imagery gave the brochure its creative edge, which we supported with the use of clever typography and witty and occasionally irreverent product descriptions.

Gold foil on the outer pages added a further touch of class to the finished brochure, which was printed in Italy, with a CPL team flying to Verona to oversee the process. CPL then helped Fortnum’s fulfil its mailing campaign to customers past, present and potential.

Reported Metrics

The brochure was the centrepiece of a campaign which focused on driving Fortnum’s customers to use its website to book hampers. This strategy paid off, with a 26% increase in online sales being achieved – while sales of Fortnum’s hampers exceeded all previous records.

In response to the project’s success, CPL and Seven Dials have been retained to produce the 2014 brochure for F&M.

Agency Website: www.cpl.co.uk