Bestway Wholesale, the UK’s largest independent food and drink wholesaler, has launched a major Euros campaign across all its nationwide depots and online, giving customers the elevated and engaging theatre and visual appeal that Bestway has become famous for over the last three years.
The campaign has been designed to support and engage the retailer in their shopping journey as they enter the impressive football stadium entrance tunnel emerging onto the ‘world class’ football pitch, providing a powerful backdrop for the market leading deals throughout the Euros.
For retailers shopping in depot, they will be able to enjoy the atmosphere and join in the fun by showing off their own football skills as well as ‘scoring big’ on impressive deals and promotions from over 14 major supplier brands and their winning deals.
These campaigns offer great exposure for Bestway’s supplier partners and drive footfall and interest into its depots, helping retail customers to make more profit and energise their own promotions.
Last year, the Cricket World Cup campaign saw an 87% volume uplift across featured products and in 2022, the Football World Cup campaign saw a sales uplift of 24% across the campaign.
In collaboration with key suppliers, the ‘From Pitch to Profits’ Euros campaign has been designed to create extraordinary theatre and immense visual appeal for its 100,000 customers on their Euros shopping journey. The campaign, which has been inspired by the competitiveness and excitement that the Euros brings, will run until the middle of July, with supplier deals and promotions being updated mid-way through the campaign. Additionally, prime space online has been allocated to participating suppliers.
For those retailers who prefer to shop online, there are Profit On Return (POR) checks on a number of key brands checking the possible profit on return deals. This has been designed as a play on the wording of VAR (Video Assistant Referee) system, a much talked about and fiercely debated technology used in all major footfall tournaments.
There are also some fabulous deals to be had including opportunities to win depot credit, event tickets and merchandise.
Kenton Burchell, trading director for Bestway Wholesale and retail, says: “We are really excited by this year’s Euros campaign and we’re continuously striving to bring unmissable deals to our retailers. We have proven experience on delivering successful campaigns with sales uplifts of up to 87% on product lines featured in the campaign. We’ve tailored top deals for the biggest tournament of the year as a thank you to our customers and to help them optimise their margin and profit.
“We’ve devoted a significant sum to prizes and promotions to help retailers enjoy an even more profitable trading over this period and boost supplier visibility at the same time”.
Bestway’s ‘From Pitch to Profits’ campaign is also supported by an above-line trade press media campaign and through the company’s digital platforms including a Bestway digital ‘takeover’ campaign for the POR checks – which plays a prominent role across its web site.
Burchell concludes: “We hope the campaign will encourage our retailers to make Bestway their number one choice of where to shop for their Euros products. By doing so, they will be rewarded – our whole aim is help them make more profit for their business and their customers in this summer of sports”.
