Print + free chocolates. What's not to like?

Chocolatier Thorntons has chosen to deploy a nifty printed insert to ensure seasonal sales are up to the mark, making it the latest example of clever one-piece printed marketing materials to add to my collection.

The brightly-designed piece is 597x148mm in size in total, roll folded simply into three, resulting in a neat A5-ish format for the finished item. It's the end section that contains the stand-out clever bit that elevates this promo above other run-of-the-mill inserts, in the shape of a die-cut mini pillow pack ready to pop out and use. The hook being that Thorntons will fill said pillow pack with two free chocolates when you visit one of its stores. Oh, and there's a further sweetener in the shape of a 10% off voucher to provide an additional incentive, should one be needed.

Christmas generates circa 40% of sales for the £215m turnover company, so its importance as a selling season cannot be understated. I am filled with Christmas cheer (if not chocolates, just yet) to see Thorntons capitalising on some of print's unique properties in such an engaging way.