Propack helped RNID create a cost-effective, eco-friendly direct mail pack featuring seed paper, saving over £8,000 compared to the original plan.
The seed paper, easily attached to the newsletter, could be planted to grow wildflowers, symbolising hope for the future.
The solution cut lead times from four weeks to just one, and the feedback was overwhelmingly positive.
Background
Cameron, the young boy featured in the mailing pack, loves the outdoors, especially being surrounded by fragrant plants and buzzing insects. RNID wanted to send out a pack that focused on growth, tying it to the idea of springtime renewal. Their concept
was to include a packet of seeds in the mailer, symbolising hope for Cameron’s future.
What we did
Initially, the plan was to include a branded packet of seeds in the pack. However, after calculating the production cost for 25,000 packs, we realised that this approach was way too expensive. We explored other options, including seed sticks, but they were also beyond the budget.
Finally, we found a clever solution: seed paper. This wildflower seed-embedded paper could be attached directly to the newsletter. Recipients could simply plant the paper in compost, water it, and watch the seeds grow—bringing the original concept to life in a much more cost-effective way.
Results
This solution not only reduced lead times from four weeks to just one, meeting the mailing deadline, but it also saved over £8,000 compared to the seed packet option. The feedback was fantastic, with the pack exceeding all expectations. As a result, we’re now extending this concept to other clients looking for a similar creative, eco-friendly approach.
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