Boots is introducing Safeway-style local mailers to push its value message to customers.
Door drops are the second most recalled media after television, according to BMRB research. Following a Manchester pilot, the health and beauty retailer is adopting the practice as part of its general marketing strategy.
The first big drop, in conjunction with Mirror Group Newspapers, took place last week to 11.3 million homes.
The four-page, A3-sized mailer highlighted the Lower Prices You'll Love campaign that has slashed the prices on 2,000 lines. The monthly drops will include seasonal and Advantage Card offers.