How Modern Milkman Secured 900 New Customers with Leaflet Drop
A targeted leaflet campaign that transformed customer acquisition for a sustainable delivery brand.
The Challenge
Modern Milkman, the sustainable grocery delivery service, was looking to expand their customer base across the North West of England. While their digital marketing efforts were performing well, they were hitting a ceiling with online-only acquisition channels and needed a way to reach households that weren\'t being captured through social media or search advertising.
The brand needed a cost-effective method to target environmentally conscious households in specific postcodes where their delivery routes already operated. They required precise geographic targeting to avoid wasting budget on areas outside their delivery zones, and they wanted measurable results to justify the investment in offline marketing.
The Solution
Precision Targeting
Using Leaflet Drop\'s demographic targeting tools, we identified households matching Modern Milkman\'s ideal customer profile — eco-conscious families in suburban areas within their existing delivery network across Manchester, Liverpool, and Lancashire.
Solus Distribution
We recommended solus distribution to ensure Modern Milkman\'s leaflet arrived alone, without competing marketing materials. This maximised visibility and engagement with each household.
GPS-Tracked Delivery
Every distributor was GPS tracked, providing Modern Milkman with complete transparency on delivery coverage. Photo evidence was captured at regular intervals throughout the campaign.
“The campaign secured 900 new customers and proved that leaflet distribution is one of the most powerful tools in our marketing mix. Leaflet Drop\'s targeting and tracking gave us the confidence to invest heavily in offline channels.”
The Results
The campaign exceeded all expectations. Within just 8 weeks, Modern Milkman acquired 900 new customers directly attributable to the leaflet campaign — a 4.2% response rate that significantly outperformed their digital channels.
The cost per acquisition of just £3.80 was 60% lower than their average digital CPA, making leaflet distribution their most cost-effective acquisition channel. The campaign also drove a 25% increase in brand awareness in targeted postcodes, measured through post-campaign surveys.
Key Highlights
- 900 new customers acquired in 8 weeks
- 4.2% response rate — 3x industry average
- 60% lower cost per acquisition vs digital
- 25% brand awareness uplift in target areas
Frequently Asked Questions
Using Leaflet Drop\'s demographic targeting tools, Modern Milkman identified eco-conscious households within their existing delivery zones across the North West. This ensured every leaflet reached a potential customer who could actually use their service.
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