How Oddbox Targeted Over 2 Million Homes to Fight Food Waste
A large-scale leaflet campaign that helped a food waste startup reach millions of eco-conscious households.
The Challenge
Oddbox, the wonky fruit and veg delivery service on a mission to fight food waste, needed to scale their customer acquisition beyond London. While their brand had strong recognition among digitally-savvy consumers, they were struggling to reach older demographics and households that weren\'t active on social media platforms.
The company needed a channel that could deliver mass reach while still maintaining the ability to target environmentally conscious households. They also wanted to build brand awareness in new delivery areas before launching their service, creating demand ahead of operational expansion.
The Solution
Multi-Region Campaign
Leaflet Drop designed a phased campaign covering Greater London and the South East, targeting over 2 million households across 12 weeks. Each phase aligned with Oddbox\'s delivery zone expansion schedule.
Demographic Profiling
We used advanced demographic data to identify households with high environmental awareness scores, above-average household income, and a propensity for online grocery shopping — Oddbox\'s ideal customer profile.
Design & Print Support
Our in-house design team worked with Oddbox to create eye-catching A5 leaflets that communicated their food waste mission and included a compelling first-order discount code for tracking purposes.
“Over 2 million homes targeted and the results speak for themselves. Leaflet Drop helped us reach audiences we simply couldn\'t access through digital channels alone. The demographic targeting was incredibly precise.”
The Results
The campaign successfully reached over 2 million homes across Greater London and the South East, generating 3,200 new subscribers over the 12-week period. The unique discount codes allowed Oddbox to track every conversion directly back to the leaflet campaign.
Post-campaign brand awareness surveys showed a 34% brand recall rate in targeted areas — a remarkable figure for a single-channel campaign. The overall ROI of 280% made it Oddbox\'s highest-performing acquisition channel for the quarter, and they have since committed to quarterly leaflet campaigns with Leaflet Drop.
Key Highlights
- 2 million+ homes reached across London & South East
- 3,200 new subscribers acquired
- 34% brand recall in targeted postcodes
- 280% return on investment
Frequently Asked Questions
The campaign was structured in phases over 12 weeks, with each phase targeting specific postcode areas aligned with Oddbox\'s delivery zone expansion. This phased approach ensured efficient distribution and allowed for optimisation between phases.
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