2025 Gold Unaddressed Print and Door Drops
15 Dec 2025
Entrant: Whistl Doordrop Media and Go Inspire
Client: Waitrose
Entry Name: Door drop delivers for waitrose.com
Executive Summary
With a growing surplus of delivery slots, Waitrose set a clear, operationally grounded objective: increase new online customers without cannibalising in-store sales.
Strategy
A data-driven, precision-targeted door drop strategy was engineered.
Customer profiling - Analysis of Waitrose’s postcode-level customer and transactional data helped to establish and understand who the most valuable online customers were.
Audience modelling - Using Acorn segmentation, detailed profiles were built at both national and regional levels. These were benchmarked against competitor audiences to identify gaps and opportunities.
Predictive targeting - Every UK postcode sector was then scored based on its alignment with the ideal Waitrose.com customer profile. This created a decile model; with Decile 1 being the most likely to convert and Decile 10 the least.
Protecting Store Footfall - Creation of ‘no-drop zones’; doughnut-shaped buffers around physical stores.
Control postcode groups, targeting of higher-propensity areas only, and vouchers that were single-use and online-only, preventing misuse and protecting in-store revenue, completed the strategy.
Creativity
The creative approach was built around a single, powerful idea: ‘Disrupt the doormat, drive online.’ Every element of the execution was designed to stand out, spark curiosity and convert. A die-cut Waitrose.com delivery van - instantly recognisable, playful and unmistakably online - was the solution. With impact an imperative, the shape alone disrupted the doormat, signalling something different and worth picking up.
The message and creative followed a clear framework, anchored in behavioural psychology: Attention: ‘£40 off my shopping!’; a bold, high-impact headline. Connection: ‘I’d like to try waitrose.com'; a relatable, low-barrier thought. Reaction: ‘What do I have to do?’; clear, simple steps to redeem.
Results
The use of postcode-level data, Acorn profiling and a decile targeting model ensured the campaign reached only the most responsive audiences. The creation of 'no-drop zones’ around stores protected existing customer relationships and safeguarded footfall.
The die-cut Waitrose delivery van was bold, memorable and unmistakably branded. It carried three time-sensitive vouchers worth £40, designed to drive repeat behaviour and build habitual online shopping. Visual impact was maximised using Eye Tracking 3M VAS testing, ensuring standout on the doormat.
The Team
Susie Idle Business Development, Director, Whistl Doordrop Media - Gemma Bell, CRM Senior Manager, Waitrose - Abby Wheeler, CRM Manager, Waitrose - Chris Hewitt, Sales Director, Go Inspire