Bestway Wholesale has invested £250,000 on an in-depot football stadium promotional campaign for the World Cup.
The campaign is being rolled out in all 56 Bestway depots across the UK and features 23 major suppliers, including a variety of specialist World Cup products.
The wholesale company said that the event would encourage retailers to maximise sales in the peak trading quarter and “make Bestway their destination of choice.”
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Retailers and customers will be offered a “stadium experience,” complete with supplier branded players’ tunnels, promotional product pallets, large digital screens and a goal.
The promotional campaign will also feature a series of competitions, with over £50,000 worth of prizes available for customers to win including game consoles, LED TVs and even a van.
“The World Cup presents a huge sales opportunity as consumers will be looking to elevate their at-home viewing with drinks and snacks,” Bestway trading director Kenton Burchell told The Grocer.
He added: “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.”
The news comes as food and drink is expected to account for over £1 billion of retail sales during the 2022 Qatar World Cup, according to a new report from consumer savings site VoucherCodes.co.uk.
