Domaine Lous Grezès direct mail case study

Domaine Lous Grezès is an organic vineyard in the south of France owned by a Belgian couple. With Christmas looming, it wanted to advertise its products to Flemish-speaking people back in Belgium.

Brussels agency Famous sent 6,000 letters to Flemish wine-buyers but addressed to the President of France. A Post-It note was attached, reading: ‘Please could you send this on to M. Sarkozy?’, along with
a translation of the letter and an envelope addressed to the Elysée Palace.

First, the French President received more than 100 letters asking him to declare that small patch of
France to be Belgian – the request in the original letter! Second, 11% of the target group went online and placed an order.

By appealing to a select audience's national pride and getting them to participate in the direct mail campaign, the company made its products stand out in a crowded market and generated about €100,000 of income on a tiny marketing budget.