But Somerfield has taken a refreshingly simple approach in its latest push to attract the undergraduate shopper (the first by a major supermarket). It offers money off with a touch of humour, via the doormat.

The poster and door-drop activity promotes a 5% discount card for students that promises 'money off every time you shop'. What could be more straightforward? Well, actually, the strapline - 'The new 5% discount card for students' - makes a valiant attempt.

It does get a little cleverer than that. The visual shows the card being used to spread jam on a piece of toast, with the pay-off line 'also useful for spreading jam'. Posters develop this idea, showing the card being used to cut cucumbers and eat ice cream.

Crucially, the creatives at Bright Blue Day have understood that students are lazy. The door-drop comes with the discount card attached - no form-filling necessary.

It is bold enough to get the attention of even the bleariest-eyed recipient, and the results show that it works, with take-up in the first four days reaching more than 2000 transactions. Simply clever.

Agency: Bright Blue Day.