Bestway has invested around £250,000 into a ‘Majestic Palace’ promotional campaign for the Queen’s Platinum Jubilee.
The campaign will see a large prefabricated palace, with individual rooms, situated in the main thoroughfare of its depots, surrounded by chariots and horseman guards.
Each element of the palace will feature key products from suppliers including Heineken, Coca-Cola, Britvic, Mars Pet and Nestlé.
Tobacco and vape suppliers including Imperial Tobacco, JTI and Juul will also be supporting the event in the ‘tobacco rooms’.
The promotion will kick off on 29 April and run for six weeks in the run-up to this year’s one-off June bank holiday.
“We’re trying to create more theatre and excitement in the depot for our cash & carry customers,” said Bestway trading director Kenton Burchell.
“If we can generate that level of enthusiasm and inspiration with the retailer in depot then they’ll get behind it in store, which will help grow their sales.”
The campaign follows the success of the wholesaler’s festive ‘Christmas House’ promotion, which was responsible for an estimated 20% jump in sales.
The company said it would be expecting a similar uplift from the latest campaign.
“The key is having the right product at the right price and having the theatre to bring it to life,” said Burchell. “These things co-exist. One thing on its own is not going to optimise the opportunity.”
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