Integrated communications agency MBA is powering a sense-stimulating direct marketing campaign for the French cheese makers Comté to boost brand appeal to delicatessens around the UK.

MBA has designed mail packs embedded with wildflower seeds for delicatessen owners to grow themselves.

The mailing packs, which have been sent to over 2,000 delicatessens across the UK, are wrapped in envelopes shaped like packets of seeds to consistently carry the theme.

Stephen Maher, CEO of MBA, says: “We wanted to devise a campaign that opened up people’s imagination to the unique taste of Comté cheese. Our seed-laden letter opens up all senses to the wildflower meadows where their cows graze by giving Comté’s target audience the chance to grow their own mini meadow.”