Symbol group retailer Bestway has unveiled a £250,000 promotional campaign for the Queen’s Platinum Jubilee across all its nationwide depots.
In partnership with its key suppliers, the ‘Majestic Palace’ campaign has been designed to create a “fun and visual appeal” and features a large, pre-fabricated palace opening its doors within the main thoroughfare of its depots surrounded by chariots, horseman guards and the Queens ‘Jewels’.
Bestway also revealed it has created individual rooms in the palace with key product pallets from suppliers including Heineken, Coca-Cola, Britvic, Mars Pet and Nestlé.
READ MORE: Bestway pilots age-verification technology in stores
It will also feature ‘Tobacco Rooms’ with tobacco and vape products from suppliers including Imperial Tobacco, JTI and Juul.
“We’re looking to create more theatre and excitement in the depot for our cash and carry customers. If we can generate that level of enthusiasm and inspiration with the retailer in depot, then they’ll get behind it in store, which will help grow their sales,” Bestway trading director Kenton Burchell said.
“The key is having the right product at the right price and having the theatre to bring it to life. These things co-exist. One thing on its own is not going to optimise the opportunity.”
Bestway is also supporting The Queen’s Green Canopy Initiative by inviting suppliers to support retailers by sponsoring the planting of trees in their area.
As a result, the symbol group retailer has confirmed that it will match all donations made by suppliers.
Click here to sign up to Grocery Gazette’s free daily email newsletter
