Delivered wholesaler Palmer and Harvey has launched brand advertising on vehicles for the first time.
The new initiative, which will be rolled out over the coming months, will allow, P&H says, suppliers to showcase NPDs and campaigns to a wider consumer audience across the UK.
P&H vehicles make around 55,000 deliveries per week using a fleet of more than 1,400 vehicles. Each lorry covers 517 miles per week on the nation’s motorways, “A” roads and high streets.
The adverts will be displayed on both sides of the lorry and will change every three weeks, to coincide with promotional periods, giving suppliers an opportunity to introduce themselves to a new consumer audience. Research from the ad industry shows that “out of home” adverts are among the most effective.
Burtons Biscuits is the first company to advertise under the new scheme.
P&H says it will only allow adverts from its existing suppliers, to ensure its customers will benefit from additional footfall from consumers looking for convenience store products.
Simon Harris, channel marketing manager at P&H said: “This initiative is a fantastic way for suppliers to connect with their consumers. With our fleet of more than 1,400 vehicles in every postcode, the opportunity for suppliers is huge.
“Also, as we are unloading and making deliveries to stores across the UK, the advertising will prompt consumers to make purchases in their local stores.”