It is called Red Pack, after the red envelope the packs of A5 inserts and flyers are packaged in before being delivered by Royal Mail.
The production and distribution process is managed by consumer lead generation specialist RDP, which has developed a new, lower-cost process to insert A5 leaflets into envelopes.
RDP has teamed up with list broker and lead generator Evolution DM, due to its experience and contacts, to jointly sell the product to advertisers, according to Charles Bolliston, managing director of RDP.
Bolliston said: "Collaborative insert distribution is a large, growing sector and this is an exciting new opportunity, which fits well with our successful expansion into mailing services as well as our existing collaborative marketing products such as card decks and response catalogues."
Noyan Nihat, Evolution DM's managing director, said that based on the product's performance in Australia he expected it to generate significant return on investment for advertisers.
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