With 43% of consumers admitting they are likely to have a BBQ over the summer months[1] and 53% admitting they’ll spend more time outdoors[2], Bestway Wholesale has launched a marketing campaign to help its customers access great prices on summer favourites including ice creams, soft & licensed drinks and BBQ foods, throughout the summer months.
The ‘Summer-Sorted’ campaign will run from June to August and offers promotions on leading summer products in Bestway and Batleys depots. The colourful and fun summer creative has been applied to all marketing assets to give stand-out of the deals among retailers shopping in depot or on the company website and a special Summer Sorted Deals brochure has been created for June, with 120 promotions in addition to the usual monthly Deals brochure.
For the first time in a summer campaign, Bestway Wholesale has also provided its best-one fascia retailers gondola end branding in their POS kit, including shelf strips, gondola end fins and headers. This is in addition to the existing shelf-talkers, posters and consumer offers leaflets that best-one retailers are familiar with, which have also been rebranded for summer.
Salih Sheikh, Head of Marketing and Digital said: “Last year retailers were able to capitalise on the summer of football and the unexpected heatwave which hit the UK. In the absence of a big sporting event this year, we have developed a campaign to help capitalise on the 42% of shoppers who are more likely to do things spontaneously as a result of hot summer weather[3].
“Shoppers visiting a convenience store are looking for impulse products such as drinks, snacks and ice-creams, as well as last-minute BBQ favourites such as buns, soft drinks, crisps & snacks, table sauces and beer. We’ve got all of these products on promotion for retailers and consumers and the branded POS kit for best-one and Xtra Local retailers will help highlight the products in store too, with some exciting summer theatre.”
From now until September, the summer campaign will promote seasonal occasions themed around families and friends coming together to eat and drink. Kicking off with the campaign for June, retailers can expect to find promotions on BBQ products including the top-3 selling BBQ lines; sausages, buns and soft drinks. Moving through the summer months, Bestway Wholesale will focus on family days out and summer holidays too, with new promotions being highlighted every month.
[1] HIM June 2018
[2] Ibid.
[3] Ibid.
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