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CAMPAIGN OF THE MONTH: Tesco Compare's custard pie DM

Price comparison site, Tesco Compare launched a standout DM campaign to thank its business partners. Gemma Huckle reports

Tesco’s price comparison website, Tesco Compare launched a DM campaign to thank its key business partners for their continued support and custom by sending them a real custard pie in the post.

The tongue-in-cheek DM campaign, created by relationship marketing agency WDMP, invited senior managers from partner organisations to an overnight stay in Tesco Bank’s new home city of Edinburgh to see the ‘Pick of the Fringe’ – an exclusive night of comedy featuring the finest acts from the Edinburgh Festival Fringe. The freshly baked custard pie invites – a traditional slapstick prop – were chosen as the centre of the campaign to encapsulate the comedy of the festival.