Valpak's famous Blue Envelope reaches more that 40 million homes every month. Finding its way into mailboxes was easy for Valpak. Finding its way into the hearts of modern-day consumers was proving to be more of a challenge. Valpak needed to deliver a new message.
We turned the company inside out looking for insights that could lead to a change in perception. Speaking to consumers is our ultimate goal, but research showed that change had to start from within. Valpak needed a culture shift. Its advertisers, franchise owners and sales reps needed to be exposed to a modern expression of how today's consumers shop, spend and save, and how saving with Valpak could make their lives better. We created a B-2-B campaign to reach advertisers and triggered an internal movement to make Valpak a consumer-first company.
With our help, Valpak continues to shift from a mailbox brand to a trusted channel people can turn to for helpful everyday savings no matter where or how they shop. A new consumer campaign is in the works for 2012 and beyond.