Foster's inheritance direct mail campaign

Foster's TV ads have always focused on the laidback Aussie lifestyle, playing on the theme of beers, beaches and BBQs to promote the popular lager. The challenge for EHS Brann was how to translate this feeling into direct marketing and engage with lager drinkers in the UK.

The agency sent its target audience of 18- to 24-year-old men a letter from Cobber, Strewth and Digger solicitors, telling the recipient that he may have Aussie ancestry and be in line to receive an inheritance. All he had to do was to go online and take a simple test. And the inheritance - 12 cases of Foster's.

Accompanying the letter was also a mail pack which included a 'gentlemen's interest' magazine from years gone by, Sizzling Sheilas, which contained suggestive photos of Aussie ladies, the inference being that one of the models could also be related to the recipient.

The prize draw campaign successfully engaged with its target audience of male lager drinkers, notching up a healthy 18.37% response rate. More importantly, it started a conversation with fans of the Foster's brand, who may be prompted to blog or tweet about the merits of the amber nectar.