Text Wizard Copywriting - newsletter to accompany fmcg brand repackaging

Background

The redesign of Yeo Valley Organic packaging had great shelf impact, as well as adding several glorious new flavours. The intention was to widen the appeal of the brand without alienating its existing customers. This newsletter was to encourage known customers to trial the new flavours and participate in a competition.

A sales letter accompanied the newsletter.

	Just desserts With hindsight, attaching a 50p-off coupon to this newsletter was a mistake. Some of you are going to tear the coupon, toss the newsletter in the bin, and head straight for the nearest supermarket. Who can blame you? Those who taste our pot au chocolat and panna cotta desserts describe the experience as 'habit-forming'. That's why we keep our own stock of newsletters and coupons under lock and key. And now we're piling on the agony. The release of our new strawberry, blackcurrant, and raspberry crème fraîche desserts is inexcusable: three more opportunities to indulge in organic heaven. Why wait? Tear that coupon and go … Spoilt 4 choice It's hard work choosing yogurt and fromage frais flavours to appease a family that can't agree. No wonder four-packs are so popular. Now you're spoilt for choice. Our new range of four-packs gives you seven different ways to satisfy that awkward family of flavour individualists. Or maybe that's seven different ways to treat yourself. There are packs for fans of wholemilk and fat-free, for those who like bits, and for those who like things super-smooth. Still can't decide? Take several home and make your choice when you open the fridge door.