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It follows a smaller, test door-drop campaign carried out last year, but with one major difference: it is the first to be retailer specific, driving recipients to specific shops within a ten-minute drive of where they live.

Buyers redeem coupons at their local outlet, which require both name and email addresses as well as data on what other brands they buy. The campaign uses the strap 'Moments of Luxury' and was devised by the Interactive Agency using Taylor Nelson to list source.

A mailpack version to 50,000 existing customers is also being run for comparison. Nina Lavery, brand manager, Velvet Toilet Tissue said: "The door drop is phase one of building a relationship with developing and potential customers of the future. The Velvet email database will be one of the mechanics we will use to successfully talk to consumers of toilet tissue."

According to Lyssa Firth, account director, The Interactive Agency, relationship building is key for Velvet despite it being an FMCG. "This is a market dominated by those that are not loyal to a particular brand. This campaign specifically targets both people who buy and do not buy Velvet."

Velvet has a 12.8 per cent share of the toilet tissue market.