Australian Community Newspapers is a national organisation, a related part of John Fairfax Holdings. I've created numerous campaigns for ACN each one unique and specific to the task. This idea was inspired by their wish to purchase an off-the-shelf promotional product inorder to promote themselves to Advertising Agencies. They wanted a plastic 250ml jar of lollies. Cheap, tacky and unimaginative! Having my own reservations in using such promotion-solutions, I proposed an alternative. 'Jelly Nuts'. Jelly Nuts are essentially Peanuts without the Pea. Genetically engineered, the Pea was replaced with a Jelly Bean. The campaign was designed to run over a 2 week period. The jar's arrival was preceded by three postcard teasers. These were sent to encourage a call to action. If no response was received after a predetermined period, the idea simply allowed an ACN representative to initiate contact. Subsequent visits could then be arranged to incidentally offer a gift bag of replacement Jelly Nuts. The Jelly Nut on the final mailout, as seen below, had an actual Jelly Nut attached Below it was written 'Do Not Open'. Tempting!!