When direct mail goes bad.

Some things aren’t meant to be sent via direct mail. This week–on one of the hottest days of the year–Ron came home to find this direct mail piece in the sweltering tube-oven that is his mailbox. It’s for Kraft Mayo. And it had samples.

Ewwwwwwwe.

The lesson: Not every product is a good fit for every medium. When your customer finds a food product (presumably primarily consisting of eggs and oil) cooking in their mailbox, their thought is not, “wow, this is going to be a delicious, natural food experience.”

Perhaps it’s our ignorance. We’re certain Kraft wouldn’t mail us something that would spoil in transit. But that doesn’t stop us from having a less-than-pleasant visceral reaction.

P.S. We do have to give credit to Kraft for the product packaging — nice stuff. Read more here.