Wholesale bosses are planning to increase activity behind the My Shop is Your Shop campaign to promote local retailers in the run up to this year’s National Independents’ Day on June 1.
FWD media advisor Alan Twigg revealed a raft of new plans to delegates, including a four-page advertising tie-up with the Daily Mirror and Daily Record that is scheduled to run on May 27.
Although details have yet to be finalised, ‘wraparound’ advertisements are set to cover the papers’ entertainment guides and are set to include money-off coupons - worth £2m and redeemable within 10 days - across products from Coca-Cola, Masterfoods, Nestlé, Scottish Courage, Walkers, Heinz and Britvic.
Meanwhile, Twigg revealed proposals to run a charity arm of the My Shop is Your Shop campaign, with a start-up budget of £250,000 planned.
Although still to be named, Twigg said the hope was to use the charity to gain even greater media coverage for the Federation’s local retailing campaign, as well as raising money for worthy causes.
“We would have to set up a board of trustees and one thing we are looking at is a membership scheme to get interested parties involved.”