Direct mail case study: An ‘egg-squisite’ invite

With hundreds of invitations going out to the public each day, it is difficult to cut through the clutter to make your event stand out and garner interest.

Taking themed invitations to a whole new level, the House of Krug decided to make its invitations synonymous with one versatile ingredient which can be paired with its Krug Grande Cuvée champagne.  Every year, the champagne house releases an exclusive publication highlighting one chosen ingredient to be paired with its Krug Grande Cuvée. Shrouding the “eggvite” with an air of mystery, it hoped to keep potential guests intrigued until their arrival at the event.

The result was nothing short of “eggsquisite”, with a basket of hand-crafted chocolate eggs presented with a card invitation. The “eggvite” was created by award winning pastry chef Janice Wong who was approached to create the invite specifi cally for the launch event. Made entirely of chocolate, the large dark cherry chicken egg represented the House of Krug.

Its three quail eggs represented the three Singapore-based Krug ambassade chefs – Christopher Millar (Stellar at 1-Altitude), Ryan Clift (Tippling Club) and Kirk Westaway (JAAN). They were among 17 global Krug ambassade chefs featured in the Krug book 2016, Poached, scrambled or fried? for their recipes of an egg-based creation.

The “eggvites” were sent to traditional and online media as well as selected food bloggers, key opinion leaders and selected clients of House of Krug for the exclusive one-night-only dinner at JAAN. Three Singapore Krug ambassades presented their egg dishes that were paired with the Krug Grand Cuvée.

Objective

Launch the House of Krug’s exclusive publication  which features pairings for its Krug Grande Cuvée Champagne.

Target audience

Media partners, key opinion leaders in the industry and other guests.

Result

The event saw a turnout of 40 top-tier media, key opinion leaders and guests. It generated a total of 56 Instagram posts, 11 tweets and 11 Facebook posts for an estimated reach of 460,000 over the three platforms.

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