Parfetts is preparing its largest promotional campaign to date. The ‘Mega World Cup’ campaign is designed to help independent retailers maximise sales opportunities throughout the tournament, with support from a major Budweiser activation set to roll out across its national depot network.
Rather than focusing activity around a handful of match days, the employee-owned wholesaler is developing a six-week programme of promotions, category advice, supplier activations and retailer communications aimed at maintaining momentum from the opening fixture through to the final.
The campaign will be supported by Parfetts’ recently launched Go for Growth platform, which provides retailers with category recommendations, merchandising advice, promotional guidance and event-led planning tools.
The World Cup activity will be built around a series of weekly themes, giving suppliers opportunities to engage retailers through targeted promotions across categories including beer, soft drinks, snacks, confectionery and food to go.
Parfetts is also working with Budweiser on what it describes as one of its largest supplier activations to date. Plans include significant depot activity, retailer engagement initiatives and large-scale branding designed to capitalise on increased consumer interest during the tournament.
Cheryl Hope, trading director at Parfetts, said: “The World Cup represents one of the biggest trading opportunities of the year for convenience retailers, but success comes from planning beyond the key fixtures. Retailers who build momentum throughout the tournament are best placed to increase basket spend and drive repeat visits.
“Parfetts is helping retailers maximise sales opportunities around key events including the World Cup. We offer our retailers World Cup POS kits designed to create standout in-store theatre, encouraging increased basket spend.
“We’re creating a programme that combines promotions, category advice and supplier support to help retailers make the most of every stage of the tournament. Through Go for Growth, retailers can access practical guidance, ranging recommendations and event-led content that makes it easier to turn shopper excitement into sales.”
Parfetts has supported its stores with vinyl wraps and promotional materials to bring the World Cup promotional campaign to life. The campaign forms part of Parfetts’ wider strategy of using data-led category management and supplier collaboration to help independent retailers improve execution and profitability.
Hope said the partnership with Budweiser would add further scale to the campaign. “Budweiser is making a significant investment in the tournament, and we’re working closely together to create an activation that delivers real value for retailers. The focus is on driving engagement, creating theatre in depot and helping stores capture additional sales across key categories.”
World Cup activity begins ahead of the tournament’s opening matches, with weekly promotional support and category guidance continuing through to the final.
The promotions are available online or in Parfetts depots in Aintree, Anfield, Birmingham, Halifax, Middlesbrough, Sheffield, Somercotes, Stockport and Southampton.
Comments are closed.