Expect a Letter

Black Sheep’s ‘Expect a Letter’ campaign for SGC, targeting London design & advertising agencies received a 60% response rate.

The campaign’s aim was to present SGC as a print company who understood what a creative agency required from their print partner and therefore attract a high calibre customer producing a greater profit margin.

We sent out ‘guerilla marketing’ style letters to creative heads telling them to ‘Expect a Letter’ on a named day. These arrived unbranded, with no explanation as to who or where the letter was from.

On the first allocated day a 1m x 1m ‘S’ arrived,

which we then repeated the process over the course of the next two weeks to unravel the mystery senders initials- SGC.


Stephens & George commercial, part of the larger Stephens & George Print Group. SGC is the sheet-fed printing arm of the organisation.
The campaign was later rolled out to the top 100 design businesses across the country.




P.S: Thanks to Kate for picking up my typo!
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Black Sheep is a full-service creative agency, smack dab in the bleating heart of Cardiff Bay – nothing woolly about that!
Providing strategic and creative thinking: Advertising Campaigns, Branding & Logo Design, Direct-Marketing, Brochures & Graphic Design through to Print Buying to clients in Cardiff, South Wales.

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