The campaign has been designed to encourage independent retailers to trade up and to purchase across the brands.
Deep-cut promotions on top food and drinks brands will be flagged up with giant displays and gondola end features in store. Retailers will be provided with window bills and consumer leaflets.
Diamond Deals will be in store until May 2, with follow-up activity until Christmas.
Products on offer include Robinsons Fruit Shoot at £8.99 for 24 330ml packs.