We have produced many direct response ads, but this particular campaign worked beyond all expectations
What what next did for…
Question: When do people buy a knife? Answer: when they have lost it. Itʼs known as ʻdistress purchaseʼ.
We wanted to change that attitude and conducted research to test our idea of a free Richardson knife. And
so the “Test our Edge” promotion was born and published in the womenʼs colour press plus a feature
in the leading publication “Good Housekeeping” and demonstration booths in major shopping centres.
A massive response of over 150,000 readers was the largest direct response that year and won several
awards for the campaign as well as increased sales for the client. A ʻdistress purchaseʼ no more!