Challenge: Create a direct mail piece for Williams-Sonoma's new Primo Cookware line (fictional product).

Audience: Young adults ages 22–30. They are living in their first or second apartment and want to own quality cookware, but cannot afford much of the top-quality cookware sold in stores. Williams-Sonoma developed its Primo line of cookware to combine quality and performance with affordable prices.

Objective: We want readers to visit Williams-Sonoma.com/primo to view the cookware line. This direct mail piece is designed, first, to increase awareness of the new Primo product line and, second, to drive sales of the cookware.

Secondary Objective: Purchase the cookware online or in Williams-Sonoma stores.

Tone: Promotional, Informative, Stylish, Knowledgeable