The dairy company commissioned VideoPak to supply 25 cards with an embedded video which plays a Cravendale advert linked to The Muppets film, which opens on February 10, 2012.

The cards feature a 6cm LCD screen as well as a USB port, which can be used to import images to a computer, or recharge the screen’s battery. They cost around £25 per unit – so perhaps not one for mass mailings, but perfect for reaching small targeted audiences.

The Cravendale advert features much-loved characters Kermit the Frog and Pepe the King Prawn and was filmed on a secret, closed set in LA.  The ad, which airs on TV from February 6, is voiced by actor Tim Curry, who is best known for his breakthrough role as Dr. Frank-N-Furter in cult movie The Rocky Horror Picture Show.

The ad is being supported by an on-pack promotion whereby consumers who collect 20 codes can become the proud owner of one of 250,000 exclusive Kermit the Frog backpacks.  Cravendale is expecting the highest redemption rate of any of its loyalty schemes to date.

Video mail has so far been used more widely in the USA than the UK. Last year, 3MGTG sent a video mailer to 3,000 B2B professionals showcasing a series of digital installations in Las Vegas.

But brands are increasingly embracing the medium to reach British consumers.  Harrods, Motorola, Warner Music and Renault have all produced video mail.

“Cravendale is famous for doing things differently so we wanted an interesting way of announcing our brand new advert to media,” said Sam Dolan, senior brand manager at Cravendale.

“The Videopaks were the perfect way to do this as they give journalists a preview of the ad, without going down any of the normal, traditional routes. The screens have helped create further noise about the partnership in both print and online media.”

Read more on Why video could give postcards a new lease of life.