Mega direct marketer ADVO Inc., Dallas, TX, is launching its first national advertising campaign to support the company’s shared mail product that reaches 60 million households weekly.
The ShopWise Shared Mail advertising product delivers coupons and savings information from national, regional, and local advertisers. The company said this represents its first national effort to improve advertising effectiveness for its clients.
The TV spots follow three real families as they use the package to plan their weekly shopping.
The campaign is part of a comprehensive re-branding effort for ADVO’s existing shared mail product, Mailbox Values. The name change to ShopWise took place in August 1999.
ADVO has committed to a plan that will begin with three weeks of national TV media on select cable stations, such as TV Food Network, Home and Garden Television, FOX Family Channel, and Lifetime. Advertising will begin in late August to align with a key retail-selling period.
Network
