Dairy Crest is the UKs leading distributor of chilled dairy foods and manufacturers of everyday branded dairy products including Clover, Cathedral City, Country Life, Willow, Utterly Butterly and Vitalife.

This particular exercise began when the company invited its 3000 local milkmen to become franchisees and involved the design, creation, production, scheduling and trafficking of the following over an 18 month period.

CORPORATE FOLDER. The design, artwork and print of 5000 Folders containing all the information that was needed to convert and help support milkman into becoming businessmen (and businesswomen, 2 of them!) over a 4 week period.

PHOTOGRAPHY. The design, sourcing of props and materials, retouching, processing and management of all studio and location photography for sales material and product offer leaflets (over 120 shots) - over a 4 week period.

INCENTIVISED OFFERS. The design, artwork and print management of 26 A5 product offer leaflets, complicated by 548 individual franchisees, complicated further by 12 separate offer periods. A total of over 70,000 different leaflets - over a 15 month period.

PERSONALISED PRINT. The design and production of 17 different franchisee stationery items; letterheads, business cards, complement slips, direct mail communications and miscellaneous ordering pads (i.e. product orders, invoice, material orders).

FRANCHISEE MATERIAL. The design, artwork, sourcing, print and creation of miscellaneous materials including branded bottle-top rings, badges, window stickers, posters, banners and branded point of sale.

DELIVERY. Because of the complexity of the numerous items, the geographical spread of the companies depots and the urgency of the offer periods, there was a requirement to create a separate despatch company of 3 vehicles to deliver material personally (and daily) to the 22 Dairy Crest depots in the Midlands, Anglia and South East of England.

MANAGEMENT. The exercise also entailed devising a complete ordering and delivery system for the individual depots and a separate accounts system from the client (the Advertising Agency) to Dairy Crest.

Good game, good game.