Lame: Generic can of popcorn with sender’s logo on a sticker. No card. Clearly they just handed a mailing list to catalog and gave zero thought to their customers or relationships.
Awesome: Johnson Gray Advertising’s bizarre and wonderful Olf the Troll. I can’t explain it, but it did exactly what it was supposed to do: It got everyone in our office thinking about them, talking about them, and blogging about them.