Bestway has invested £250k in its biggest-ever Christmas promotional campaign.
The two-month promotion will see large prefabricated festive houses featuring promotional stock across 35 of the wholesaler’s depots.
Suppliers including Heineken, Kellogg’s and Britvic have branded ‘rooms’ within the Christmas houses. These will rotate on a four-weekly basis.
Large digital screens will highlight specific products and retailer promotions as well as supplier content.
A series of competitions are accompanying the campaign, with £56k worth of prizes to be won. One winner every two weeks will win a £250 voucher across all participating depots. At the end of the eight-week campaign a total of 224 winners will have been announced.
It comes as many big-name household brands have paused promotional activity in a bid to stabilise availability.
However Bestway trading director Kenton Burchell told The Grocer it had mitigated the risks of product shortages by taking “key learnings”, such as advanced planning and daily communication with suppliers, following the availability challenges the channel experienced during the height of the pandemic.
“Food inflation is proving inevitable across the board, and it extends far further than the UK due to a combination of increased costs of supply, the impact of Brexit, wage inflation alongside labour resource challenges, and turbulence in certain markets,” he said.
“All the indicators are that this year consumers are looking forward to having a strong Christmas. Our aim is to support our retailers with products and promotions that are in good supply whilst encouraging them to think about Christmas earlier.
“We have continued to provide the best value possible for our customers and unlike many others, have not pulled back on promotions or inflated our prices, helping retailers maintain their margins. The only reduction in promotions at Bestway has been in rare instances where suppliers have been unable to fulfil demand and we are proud of our position in this respect in line with our commitment to put independent retailers first.”