The Chocolate Tasting Club - Delicious chocolate through your letterbox

The Chocolate Tasting Club sends subscribers a monthly box of Hotel Chocolat’s finest. As a traditional subscription offer, the first box is free and so the letter (and the copy on the envelope) focusses on the offer. But the appetite appeal of chocolates makes the selling of the product (rather than my normal habit of selling the offer) an easier task than most. So lots of big pictures, and a big format mailing (sadly it won’t work now) showing a full box in close-up detail, pretty much actual size. The chocs show through a big window in the envelope, too. We had real testimonials to add in, and just to dramatise the offer, we made a big personalised voucher too with ‘No Payment Required Today’.