JW Fillshill and KeyStore are kicking off a new summer of football campaign featuring customer promotions, supplier activity and community investment.
Launching ahead of the start of the World Cup tomorrow (11 June), the campaign features a new initiative launched on B2B order platforms via the wholesaler to reward and maximise opportunities for customers throughout the tournament.
Filshill has teamed up with Budweiser to wrap its fleet and leverage out-of-home branding, raising awareness of both the KeyStore and Budweiser brands.
It will also be creating Budweiser beer caves at KeyStore outlets, including in Inverclyde, Renfrewshire, Lanarkshire and Ayrshire.
At KeyStore Pittodrie in Aberdeen, PepsiCo, which is another official World Cup sponsor, has partnered with Filshill and the store’s owner to transform the exterior with a store signage wrap.
The B2B initiative features suppliers including Budweiser, Coca-Cola, C&C, Heineken UK and Mars Wrigley, who will be giving KeyStore retailers the chance to win account credit prizes of up to £1,000 throughout the World Cup.
For the suppliers, benefits include increased exposure and engagement with retailers during the key trading period, while retailers can stock up and maximise sales, Filshill said.
Ahead of Scotland’s first game against Haiti in Boston on 14 June, KeyStore stores will feature POS and in-store theatre from suppliers, while there will be upweighted activity across social media platforms including TikTok and Facebook.
“It’s an exciting summer of football and we’re delighted to be collaborating with our suppliers and customers to raise awareness of the KeyStore and Filshill brands as we offer these valuable opportunities for retailers,” said Filshill chief sales and marketing officer Craig Brown.
“There are also lots of consumer promotions, plus at community level there is investment support available via our KeyStore Community Fund for grassroots and youth football teams, supported by Coca-Cola, Walkers and Suntory (Lucozade).”
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