Bestway Wholesale has launched its World Cup campaign across all its nationwide depots representing an investment of more than £250,000.
The wholesaler said the campaign has been designed to disrupt and engage retailers through installations that provide a backdrop to deals to drive shopper footfall throughout the World Cup tournament and also provide theatre, visual appeal, and fun.
The campaign hosts suppliers and leading promotions in a football stadium, complete with a football goal, for retailers shopping in the depot to enjoy the atmosphere and join in the fun by showing off their own football skills.
The stadium also showcases 23 major supplier brands and their World Cup products. There are two supplier-branded players tunnels leading through onto the players pitch, which is surrounded by perimeter advertising boards and promotional product pallets.
Large digital screens will highlight special products, retailer promotions, supplier content to entice and engage retailers. The ‘top scoring’ promotions will help drive footfall for retailers for key lines including beer, soft drinks, and snacks.
The campaign is supported by a series of competitions, with prizes to the value of more than £50k to be won. Participating retailers will have the chance to win prizes during the four-week campaign, ranging from World Cup branded footballs, high street vouchers, Xbox bundle, LED TVs and one winner will have the chance to enter the ‘Win A Van’ competition.
Kenton Burchell, Trading Director for Bestway Wholesale, said: “The World Cup presents a huge sales opportunity as consumers will be looking to elevate their at-home viewing with drinks and snacks. It’s a great opportunity for our retailers – we’ve created a destination for them to shop for our deals which have been carefully selected to provide the lowest prices across key lines for this occasion. Our deals reflect the shopper missions for this occasion, with a big focus on beer packs, soft drinks, and snacks.”
Bestway’s digital platforms will replicate the in-depot experience, along with gamification and category advice tools to help retailers maximise this key sales window.
Burchell added: “We’ve devoted a significant sum to prizes and promotions to help retailers enjoy even more profitable trading over the World Cup. We hope the campaign will encourage our retailers to make Bestway their destination of choice ahead of this World Cup to buy their products and by doing so, be rewarded – our whole aim is helping our customers optimise this opportunity for their businesses and their customers this World Cup.”
