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Forests, fables and Fortnum's

CMA member CPL has produced and delivered a complex and luxurious brochure for Fortnum & Mason, one of the world's most historic brands.

The upmarket store, which has traded from the same address in Piccadilly since 1707, wanted to step up its Christmas hamper campaign for 2013 by reimagining its catalogue, with its many pages of fine drink and luxury foodstuffs. 

Specifically, it wanted to drive customers not just to its Piccadilly premises, but to its website at www.fortnumandmason.com – and to do this, the store realised that it would need to engage and inspire by telling a wonderful festive story.

Seven Dials, a PR firm launched by ad agency Beattie McGuinness Bungay in early 2013, won the job and turned to CPL to help produce the new-look brochure, which would bring to life the traditional Christmas figures that adorn Fortnum's products by imagining a party in a snow-bound woodland.

A forest was hired and actors selected for a huge photoshoot attended by a support crew of 20 people, ranging from makeup artists to a unicorn-wrangler. Once the pages had been designed, a CPL team flew to Verona in Italy to oversee the printing of 120,000 brochures, and CPL then helped Fortnum's fulfil its mailing campaign to customers past, present and potential.

Mike Sewell, CPL's managing director, said: 'This project had a very short lead-in time, and we had less than three months to deliver the entire product, from outline concepts to catalogues landing on doormats.

'I am proud of the way that the team stepped up and produced a fantastic, top-quality product against a tough deadline. It's also one of the most fun things we've had the privilege of being involved with.'

Posted in Member news
7thJan 2014


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