Landmark Wholesale has launched a major push on its core own-label products as part of a new strategy to help give wholesalers and retailers a point of difference over the major multiples.
A new campaign called Great Value Everyday will flag up a core range of 122 own-label products in depots, with new marketing material that will detail how much profit retailers can generate.
The 122 lines in the core range will benefit from more promotions and keener prices and will be advertised in the entrance to depots.
The move comes less than two years after Landmark Wholesale managing director Martin Williams (pictured) famously declared the buying group as "the home of brands".
He insisted this was still the case, but that Landmark had recognised the growing importance of own-label, particularly in the light of the weak economy.
"This is part of a new marketing strategy to sell more own-label, raise the credibility of it and get it into shops," Williams said.
"Our business is still predominantly branded but there's a role for own label and it's a crucial part of our business. People can buy Heinz beans anywhere but they can only buy Lifestyle beans through us."
The scheme had been rolled out to the majority of Landmark members over the past month and, although it was too early to provide figures about sales uplifts, Williams said he had received positive feedback from members.
AG Parfett & Sons, the first Landmark member to adopt the scheme, said it had been impressed by its impact.
"Recent range development work by Landmark has been very effective and well received, and the new campaign builds on the trust our customers have in wholesalers' advice," said Parfetts managing director Steve Parfett.
Sales of Landmark's 1,000-strong range of own-label products have increased 11% in the year to July compared with the same period last year.
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