Royal Mail aimed to target C-suite decision makers at 10 large multi-site retailers, positioning themselves as the UK's greenest delivery partner thanks to their on-foot deliveries.

A unique 'box within a box' concept was created for each target brand. The larger box represented the cubic volume of CO2 produced by a typical competitor delivery, while the smaller box—half the size—visualised the reduced CO2 emissions of a Royal Mail delivery. To enhance personalisation, bespoke QR codes were added to each box, directing recipients to customised landing pages with insights into their customers' views on sustainable sourcing and greener deliveries and returns.