MARSHALLS HALLOWEEN DIRECT MAIL
Marshalls is a multi-billion-dollar off-price retail company whose shoppers (more female than male, roughly ages 25-55) are equally interested in fashion and value.
Marshalls wanted to send out a direct mail piece for a special buy of children’s Halloween costumes. The costumes themselves were especially high quality, so it was important to convey just how special they actually were—in spite of the particularly low price points.
In the copy, I decided to focus on the magic of the Halloween experience for children, full of wonder and joy. At the same time, I played on the “horror” of Halloween—but only as it related to high prices. The clever and playful tone resonated with busy moms and the inventory sold exceptionally well.