The Sun’s lead direct marketing agency, Partners Andrews Aldridge has put a new and interesting spin on the paper’s discount voucher mailing pack.

Positioning the paper as the best way to start your day, copywriter Vicki Murfitt and art director Paul Crump created The Sun’s very own cereal pack. The pack itself personifies the ingredients of The Sun and its nutritional values.

Inside the box is a plastic cereal bag which contains a key ring holding 10 weeks’ worth of discount vouchers for The Sun.

The Sun discount vouchers pack is an acquisition tool, encouraging trial of The Sun in the hope that recipients will form a habit and become loyal readers.

This pack will be mailed to consumers who all claim to read a competitor publication.

Steve Aldridge, Partners Andrews Aldridge’s creative partner and chairman, says: “This wonderfully fun and tactile execution is designed to engage those who don’t currently read The Sun. We hope that the handy voucher key ring will lead to higher redemption and as a result, loyal readers.”

David Robinson, head of customer engagement at News International, adds: “Partners’ challenge was to turn what is essentially a very standardised mailing into something that would jump out at a recipient, make them smile and in-turn increase their likelihood of engagement and use. We are very excited about this creative and eagerly await the results.”