To tempt people to resturant Tres in Gothenburg, Miami served vacuum packed Serrano ham as DM in peoples mailboxes.
"We wanted to do something different, something that made people stop and take notice, that's rather unusual in our business" says David Lyckdal restaurateur of the Spanish bar Tres. Having a slice of vacuum packed Serrano ham arriving with the mail instead of the usual "you may already be a winner.." crap, is indeed rather different. (read more to see DM piece).

"So far all our response has been postive, continues David Lyckdal, even though we've expected that vegetarians might not like the DM piece, so far no one has complained. There's been no issue with the hams durability, the ham is guaranteed to last until next march."

The ham is labelled with Tres opening hours, phone number and address, the 'headline' reads: "taste Spain" and encourages recipients to bring the barcode with them to Tres in exchange for a free tapas.

AD agency: Miami

Comments (8)

  • Robblink's picture
    Robblink

    Pretty cool...but why does it seem like a lot of European agencies are naming themselves after American locales? First, Welcome to Orange County and now Miami? Or is it me?

    Sep 27, 2005
  • Dabitch's picture
    Dabitch

    Maybe it's the TV shows they're naming themselves after, Miami Vice and The O.C. ;))

    Sep 27, 2005
  • Robblink's picture
    Robblink

    Hmmm....maybe we'll soon see My Big Fat Obnoxious Ad Agency, Desperate Account Executives, CSI: Madison Avenue and So You Think You Can Art Direct....

    Sep 28, 2005
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    When was this done? I remember seeing a DM piece from the UK a while back. It was for a special section about italian food in the The Guardian. Inside an envelope was an uncooked piece of white lasagne pasta with the message printed in black...

    Sep 28, 2005
  • Dabitch's picture
    Dabitch

    Sorry if the news-article doesn't make it clear that this is being mailed out now, September, 2005. The pasta sounds similar but not the same (since for one, you can't eat an uncooked printed piece of pasta... Whereas you can eat this ham cooked by the resturant Tres straight out of the pack..... Not that I think anyone would. ;))

    Sep 29, 2005
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    i think we've finally found a way to send food to starving children in ____;)

    Sep 29, 2005
  • Andreas-Udd's picture
    Andreas-Udd

    Jasper - do you know where we might find the Guardian one? It's a potential badlander, the edible media is certainly similar. But two TV commercials might be different even though they are both on TV.

    Oct 01, 2005

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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.