Beco | Consumer Packaged Goods

HOW BECO USED DIRECT MAIL TO DRIVE CHANGE AND CREATE JOBS

A Social Mission Delivered Through the Power of Print and Mail

Beco, a 166-year-old British toiletries brand, is unlike most businesses. With over 80% of its workforce made up of people who are visually impaired, disabled, or otherwise disadvantaged, the company isn’t just selling soap—it’s creating real employment opportunities for people who are often overlooked in the job market.

To expand its impact and challenge outdated hiring practices, Beco launched a bold campaign called #StealOurStaff. The message? Encouraging other companies to recruit their top-performing team members so Beco could hire and train even more disabled workers.

And at the heart of this campaign? A personalized, powerful direct mail marketing strategy.

The Direct Mail Strategy

To connect with hiring decision-makers directly, Beco turned to direct mail services. The brand designed customized soap boxes that featured the actual CVs of standout employees—and then used a professional print and mail service to package and send them directly to the desks of CEOs across the U.K.

Beco Direct Mail Marketing
Beco Direct Mail Marketing Part 2

This clever use of direct mail printing added a personal, human touch that digital campaigns often miss. By physically putting employee resumes in the hands of top executives, Beco turned each piece of mail into a meaningful introduction—one that couldn’t be ignored or lost in a crowded inbox.

Each package was thoughtfully created, combining print and mail services with targeted outreach to match companies with employees Beco believed would be a perfect fit.

Why Mailing services Worked

While the campaign was supported by posters, website content, digital ads, and social media, it was the direct mail component that brought the message home—literally. The physical, customized nature of the mailing service made the experience personal, impactful, and memorable.

By using high-quality direct mail printing and smart targeting, Beco:

  • Created a more direct line to potential employers

  • Made resumes feel more personal and engaging

  • Reinforced its brand’s mission using tangible, physical mail services

  • Cut through digital noise and reached CEOs in a meaningful way

Measurable Results Through Mail Services

The campaign had incredible results. Beco’s brand awareness jumped by 83%, and year-over-year sales rose by 96%. This surge in growth allowed the company to generate 1,500 new hours of employment—further closing the disability employment gap.

Importantly, over 40 potential employers responded directly to the direct mail and campaign messaging. Several of Beco’s employees were hired by other companies, proving that a well-planned direct mail marketing campaign can do more than promote products—it can create real social impact.

Continuing with Print and Mail

Encouraged by the success of the mailing service, Beco now sees print and mail as a key channel for future campaigns. Whether they’re raising awareness, building partnerships, or continuing their mission to empower disabled workers, direct mail services will remain a powerful part of their strategy.

By combining social purpose with smart, targeted mail advertising, Beco shows that direct mail is not just alive—it’s transforming lives.

 

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