Britain's biggest supermarkets are investing heavily in doordrop marketing. Why? The digital world is getting more and more crowded, and to make every touchpoint matter, the biggest retailers are making strategic use of leaflets - and the results reveal some surprising strategies.
In this blog, you'll learn which supermarkets are dominating with multi-million-pound campaigns, discover the winning strategies behind their success, and why leaflets are your best bet to connect with your target audience.
The big spenders
Farmfoods leads the pack with £7.3 million spent in 2024, representing a complete shift to leaflet-only marketing over the past four years. Their strategy is simple but effective: large 16-page fold-out catalogs showcasing their extensive product range at competitive prices.
Ocado follows with £1 million invested in 2024, dropping leaflets every other month to 3-8 million households. Meanwhile, premium retailers like Waitrose (£530k) and Sainsbury's (£520k) maintain substantial but more targeted campaigns.
Store openings: The universal strategy
Every major supermarket uses leaflets for store openings, but their approaches vary significantly. Aldi keeps it practical with A5 leaflets featuring local store maps and Specialbuys offers, while always including sustainability messaging.
ASDA adds a personal touch with store manager welcome messages and photos, introducing local services like pharmacy and parcel collection.
Waitrose elevates the format with premium die-cut leaflets on quality paper, offering £5 savings at new Little Waitrose locations.
Sainsbury's focuses on incentives, offering double Nectar points for new store visits - a smart way to measure campaign effectiveness.
Digital integration is key
Modern supermarket leaflets aren't just product catalogs - they're sophisticated bridges to digital platforms. QR codes and app download incentives are now standard features across all major retailers.
Aldi used leaflets to launch their innovative Shop and Go checkout-free store in London, including QR codes for app downloads and simple visual instructions.
Ocado structures their campaigns with multiple discount codes redeemable at different stages, creating a "long-tail" conversion journey that maximises the value from each leaflet drop.
Local community focus
The hyperlocal nature of leaflet marketing allows supermarkets to target specific communities effectively.
Lidl uses humour in their local messaging while structuring store opening offers across multiple dates to encourage repeat visits.
ASDA extends beyond grocery to promote local pharmacy services, co-branding with the NHS for community health initiatives.
Seasonal campaigns drive engagement
Many retailers use leaflets to capitalise on seasonal events and trends.
Morrisons focuses heavily on themed campaigns around Valentine's Day, Euro 2024, and Black Friday, often making direct price comparisons with competitors.
Lidl maintains consistent quarterly campaigns with international cuisine themes and seasonal special events, using colorful, humorous creative that emphasises their low-price positioning.
Innovation in format
While A4 and A5 remain popular formats, some retailers are experimenting with innovative designs.
As shown above, Waitrose's die-cut van-shaped leaflets reinforce their premium brand positioning, while Farmfoods maximises information density with large fold-out formats that prioritise product showcase over aesthetics.
The sub-brand strategy
Several retailers use leaflets to promote sub-brands and services. ASDA promotes their pharmacy and optical services, while Ocado has separate campaigns for their Zoom rapid delivery service, complete with distinct branding and seasonal product focuses.
What makes campaigns successful
The most effective supermarket leaflet campaigns share common elements: clear local relevance, strong value propositions, and seamless digital integration. Successful retailers treat leaflets as part of an integrated omnichannel approach rather than standalone promotional tools.
Measurement capabilities are crucial - whether through unique discount codes, app downloads, or loyalty program incentives like double points. This allows retailers to track ROI and optimise future campaigns.
The future of supermarket Leaflets
Investment levels suggest leaflet marketing remains highly effective for UK supermarkets, particularly when integrated with digital strategies. The channel excels at announcing local presence, driving app downloads, and promoting services that benefit from community awareness.
As competition intensifies, the retailers seeing best results are those using leaflets as bridges to digital experiences rather than traditional product catalogs. Physical marketing provides a tangible touchpoint that can drive both immediate store visits and long-term digital engagement.
The key lesson for supermarket marketers is clear: leaflet marketing works best along with digital channels, call it the multi-channel approach - it enhances customer journeys, providing local relevance and measurable value in an increasingly connected retail landscape.
How can Leafletdrop help?
At Leafletdrop, we understand the unique challenges facing grocery retailers - from store openings to seasonal campaigns.
Using our smart targeting tool, we can pinpoint the right neighbourhoods for your campaigns, while our high-quality printing and reliable nation-wide delivery ensure maximum impact.
From campaign planning to execution, we provide an end-to-end solution designed to drive footfall, boost sales, and strengthen your local presence.
Call us on 01628 816611 or book a demo to find out how we can help your grocery brand grow through door drops that truly deliver.
