Parfetts is set to launch a ‘Mega World Cup’ campaign, designed to help independent retailers maximise sales opportunities throughout the tournament.
Described by Parfetts as its “largest promotional campaign to date”, it will feature a six-week programme of promotions, category advice, supplier activations and retailer communications.
The campaign will be supported by the employee-owned wholesalers recently launched Go for Growth platform, which provides retailers with category recommendations, merchandising advice, promotional guidance and event-led planning tools.
The World Cup activity will be built around a series of weekly themes, allowing suppliers to engage retailers through targeted promotions across categories including beer, soft drinks, snacks, confectionery and food to go.
Stores will be supported with vinyl wraps and promotional materials.
Parfetts is also working with Budweiser on what it describes as one of its largest supplier activations to date. Plans include significant depot activity, retailer engagement initiatives and large-scale branding designed to capitalise on increased consumer interest during the tournament.
“The World Cup represents one of the biggest trading opportunities of the year for convenience retailers, but success comes from planning beyond the key fixtures,” said Parfetts trading director Cheryl Hope. “Retailers who build momentum throughout the tournament are best placed to increase basket spend and drive repeat visits.
“We’re creating a programme that combines promotions, category advice and supplier support to help retailers make the most of every stage of the tournament. Through Go for Growth, retailers can access practical guidance, ranging recommendations and event-led content that makes it easier to turn shopper excitement into sales.”
World Cup activity will begins ahead of the tournament’s opening matches on 11 June, with weekly promotional support and category guidance continuing through to the final. The promotions are available online or in Parfetts depots in Aintree, Anfield, Birmingham, Halifax, Middlesbrough, Sheffield, Somercotes, Stockport and Southampton.
It follows the launch of Booker’s new World Cup campaign with former footballers Emile Heskey and Robert Snodgrass.
Heskey and Snodgrass have been meeting shopkeepers in Yorkshire and Glasgow from Premier, Londis and Budgens stores to showcase trending food and drink products on offer and highlight the importance of local stores.
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