As ProWholesaler went to press, the money-off coupon promotion in the Daily Mirror and Daily Record for National Independents’ Day (NID) on June 1 was top of every wholesaler’s agenda.
Seven top brands are supporting the Federation of Wholesale Distributors’ footfall promotion designed to boost independent retailer turnover on NID.
Simultaneously, the generic consumer PR campaign in regional and local media boosting the community value of the independent was being finalised.
And independent retailers throughout the UK were being briefed by FWD on how to become involved with local radio and press to boost the campaign.
Alan Toft, chairman of the My Shop Is Your Shop campaign, said: “Wholesalers covering the total UK independent market have committed to the coupon promotion and the suppliers involved are ensuring full availability.
“This promotion has attracted huge wholesaler support. It is the first time anything like this has been launched but the early signs are that it is on track.”
Wholesalers have reported to him that they are not only stocking the money-off products, but many of them are printing their own display material to back up the activity.
Retail trade publications are carrying advertisements alerting retailers to the promotion starting in mid-May. Thousands of retailer leaflets describing the promotion are being distributed, and a special CD is available for playing over depot PA systems.
Wholesalers are not involved in the redemption process. Each coupon bears an instruction for the retailer to send the coupons to a redemption house for repayment.
Brands involved are Doritos, Uncle Ben’s, Diet Coke and Z’s, Heinz Salad Cream, Foster’s lager four pack, Aero and Kit Kat, and Robinson’s one litre.