Dhamecha Cash Carry experienced a massive sales boost as the Today’s Group Brandwagon began its tour of the Group’s top 20 members by visiting all five of Dhamecha’s depots on consecutive days.
The Today’s Group is celebrating its 18th birthday this year with the Brandwagon roadshow, hosted by celebrity chef Rustie Lee. The roadshow incorporates a 40 ft lorry, liveried in Today’s Just 18 imagery, with a mobile stage featuring a live band and Bollywood dancers. Around 30 companies were represented in depot offering retailers special one-off deals for the day of the visit.
Dhamecha chief executive Pradip Dhamecha paid tribute to the work put in to make the event a success. He said: “The support we have had from Today’s head office, from all our staff and from suppliers has been phenomenal. Over the five days we have seen a sales uplift in the high double digits.”
Rodney Hunt, Today’s Group managing director commented: “The Today’s Group and Dhamecha Foods have been working together for 16 years and so we were delighted to launch our Just 18 Brandwagon roadshow with them.”
The roadshow is sponsored by Scottish Courage, Interbrew, Constellation, Kimberley Clark, Masterfoods Petfood and Mars, Kelloggs, Cadbury, GSK Nutrition, Diageo, Burtons, Tate Lyle, Fox’s, Coors, P G Household, Tetley, Walkers, Anheuser Busch, McVities Biscuits and McVities KP.
The Brandwagon roadshow is also visiting Excel Food Wine; Maini Cash Carry; Chetan Wholesale; Compass Cash Carry; United Wholesale (Scotland); Khanjra; Imperial Cash Carry; Turner Wrights; Dee Bee; First Choice; Gemini; Crown Cash Carry and Wanis.