McMOMS“In all the years that I’ve been involved with Leo Burnett, I’ve been impressed with the agency’s work many times. But never have I been as impressed as with the work that has been done on the [McMoms] project.” –Chuck Rubner, Senior Vice President, McDonald’s

At Leo Burnett I co-created and was chief writer and editor for two award-winning, highly innovative (and widely imitated) relationship direct marketing programs: The Very Best from Hallmark and McMoms. More than just rewards programs, they succeeded in helping bond the brands emotionally to their most crucial customers.

This mailing—a simple rollover piece containing a coupon good for two free ice cream cones, no purchase necessary—is a good example of the soft approach the programs took. But don't think that means they didn't sell: each saw coupon redemption rates as high as 20-30% and increases in attitudinal benchmarks that blew traditional brand advertising off the map.