NESCAFE pick-me-up is the UK’s biggest CRM scheme. Consumers collect tokens from jars and exchange them for free gifts. A quarterly magazine was sent to redeemers and collectors, of which I was the editor, researcher and writer. People would write in to tell me how much they loved the magazine, and some even made me gifts. At the last count we had and astonishing 450,000 readers.
As brand guardian of the account, I also had to write press ads to advertise the scheme and oversee all online content. I was heavily involved with the redesign of the new, updated website.