Eleven of the biggest brands in the country are backing the My Shop is Your Shop campaign with money-off coupons for National Independents’ Week.
Designed to be redeemed exclusively at independent stores, the coupons will appear in the Daily Mirror and Daily Record (Scotland) on May 30, just ahead of NIW which begins on June 2.
The coupons will give a total saving of pound;3.10 on brands which are in full distribution in the wholesale/independent sector. More than five million readers will see the coupons.
They will appear in a special feature in both of the tabloids. Editorial will accompany the coupons covering individual independents who are fully involved in their local communities.
Wholesalers are now nominating these ‘community stars’ whose stories will appear in the feature.
Alan Toft, MSYS chairman, said: “It’s unusual to have a coupon promotion in the wholesale/independent sector except for NIW but this is a mechanic which the giant multiples have used to great effect and there is no reason why they should have it to themselves.
“By featuring the offers in store independents are in effect squeezing pound;3.10 into the hand of every customer who enters the shop. The use of two big tabloids in this way creates a lot of noise for MSYS and local shops among consumers – the people who will decide on the future size and prosperity of the sector.
“By creating displays of couponed products in depot, and encouraging retailers to promote the savings in-store, wholesalers can help the campaign to achieve the targets set for it on launch in 2004.
“These targets included giving every independent in the UK a ‘shop here’ sales pitch to the consumer with the MSYS community message.”
As ProWholesaler went to press, brands already signed up for the coupon promotion included: Pot Noodle 20p off, Whiskas pouch 12-pack 50p off, Galaxy large block 25p off, Branston Original 360g 25p off, Buxton Mineral Water 10p off all variants, KitKat Chunky Peanut Butter 10p off, Gold Blend 100g 30p off, The Real McCoy’s 50g any flavour 10p off, Ribena 500ml all flavours 30p off, Birds Eye Omega 3 Fishfingers (12s) 50p off, and Coors Light 6-pack 50p off.
In previous years some wholesalers have adopted the coupon promotion into their own individual retailer promotions for implementation in the promotional period covering NIW.
l See pages 18-19.