RECIPE MAILER

THE BRIEF

Reinaldo was briefed to curate a bespoke mailer that would promote bread baking amidst lockdown in a global pandemic. The mailer's objective was to create a hyper interactive moment that would get recipients off the couch and into their kitchens to join the bread-baking craze.

Each mailer was required to house Marks & Spencer merchandise, including aprons, M&S recipes, homeware items that link to the recipes and a new Percy soft toy. In addition the mailer would need to be accompanied by Marks & Spencer ingredients that would make up one of the Celebrity Chef recipes.

THE DELIVERY

To really pay homage to the simplicity of bread baking, this unique mailer came wrapped in one of the most basic paper materials, kraft paper! The exterior of the recipe mailer had Oprah’s famous words printed on it “I love bread!”

When opening the mailer, recipients were presented with a bread baking FAQ card, a recipe card for an overnight no-knead bread recipe (for people with time), a 2-hour version of the recipe (for people with limited time), and a list of possible variations for the recipe. The most exciting part of the mailer was a satchet of pre-measured yiest — an ingredient widely sold-out amidst the pandemic.