Some of the biggest food and drinks brands in the UK are to support a national money-off coupon promotion for National Independents’ Day (NID) on June 1.
Targeted exclusively at shoppers using local independent stores, coupons will appear in the Daily Mirror and Daily Record (Scotland) on May 26.
In a repeat of the highly successful first ever generic coupon promotion in 2005, major brands are demonstrating their support for the wholesale/independent sector.
Major wholesalers nationwide have indicated their support for the coupon drive, which is the first element in the 2006 My Shop Is Your Shop (MSYS) programme to be announced by the FWD.
Alan Toft, MSYS chairman, said: “Our campaign focuses on the value of the independent in the community. We are now giving shoppers even more value to supplement what they already receive from independents in so many ways.
“Associated editorial in the Mirror and the Record will further boost shopper awareness and appreciation of independent retailers, when market conditions and competitiveness make this awareness a necessity.” Toft said more than 10 million coupons would be in circulation in the run-up to June 1.
A list of participating brands will be published at the end of February. “Some brand owners have yet to decide which specific packs will be featured. Others are in negotiation, so I will defer publication to ensure all participants are publicised at the same time,” said Toft.
Special NID T-shirts, caps and window stickers will also be available for the biggest day in the independents’ calendar.
Toft said: “MSYS is again providing a unique platform for generic marketing support for wholesalers’ customers.
“Wholesalers cannot do this acting alone. Suppliers cannot do this at the price at which MSYS gives their brands national exposure in mass-selling media.”
The coupon promotion is co-ordinated on behalf of MSYS by IMA Group in Manchester (telephone 0161 440 2770). Managing director Graham Shelley said he had extended the closing dates for suppliers to enter the promotion due to a late surge of interest.