Palmer and Harvey, the UK’s number one delivered wholesaler, has launched brand advertising on vehicles for the first time.
The new initiative, which will be rolled out over the coming months, will allow Palmer and Harvey’s suppliers to showcase NPDs and campaigns to a wider consumer audience across the UK.
Palmer and Harvey vehicles make around 55,000 deliveries per week using a fleet of more than 1,400 vehicles. Each lorry covers 517 miles per week on the nation’s motorways, “A” roads and high streets.
The adverts will be displayed on both sides of the lorry and will change every three weeks, to coincide with promotional periods, giving Palmer and Harvey suppliers an ample opportunity to introduce themselves to a new consumer audience.
Recent research shows that in the past month, seven in 10 people have seen or heard Out of Home adverts, compared to 52 per cent in newspapers and 46 per cent in magazines.
Burtons Biscuits will be the first company to advertise under the new scheme. Ben Cooper, Business Manager for Route to Market said: “Partnering with the number one delivered wholesaler to the UK convenience market makes perfect sense for us at Burtons. With Palmer and Harvey lorries delivering to every postcode every day, it reminds our consumers that our brands make every day more of a treat!”
Emma Clacher, Senior Brand Manager at Maryland added: “We are delighted for Maryland to feature on the side of Palmer and Harvey lorries – this drives great visibility for our brand with both our local retailers and consumers, keeping Europe’s number one cookie brand top of people’s mind in every high street location”.
Palmer and Harvey will only allow adverts from its existing suppliers, to ensure its customers will benefit from additional footfall from consumers looking for convenience store products.
Simon Harris, Channel Marketing Manager at Palmer and Harvey said: “This initiative is a fantastic way for suppliers to connect with their consumers. With our fleet of more than 1,400 vehicles in every postcode, the opportunity for suppliers is huge.
“Also, as we are unloading and making deliveries to stores across the UK, the advertising will prompt consumers to make purchases in their local stores.
“We have already seen some exciting advert designs from suppliers who have taken up this opportunity.”
About Palmer and Harvey
Palmer and Harvey is the UK’s number one delivered wholesaler, with an annual turnover of more than £4 billion, serving the convenience, forecourt and CTN retail arena.
Its industry-leading delivery network of 15 regional depots places Palmer and Harvey within two hours of each and every customer. Its offering of excellent range, secure delivery direct into store, flexible delivery slots, easy ordering and free delivering give the retailer outstanding value. This is backed up by its diverse fleet of over 1,300 vehicles which delivers ambient, chilled and frozen products to every postcode in the UK and voice actuated picking in warehouses which means deliveries have higher than 99% accuracy.
As a key supply partner to major UK grocery multiples and the leading delivered wholesaler to the UK convenience market, Palmer and Harvey supplies more than 14,000 ambient, chilled and frozen product lines. It also holds direct distribution contracts with major UK manufacturers.
Palmer and Harvey can cater to different sizes of organisations, thanks to its flexible network and diverse fleet, which also includes a direct van sales operation to service smaller accounts.
Palmer and Harvey is one of the largest privately owned companies in the country, wholly owned by its current and former employees.