How millions of Mirror and Record readers got the NID message

The biggest ever national generic consumer promotion for the independent retail sector was published in the Daily Mirror and Daily Record (Scotland) on May 26, just ahead of National Independents’ Day (NID) on June lst.

More than five million readers of these powerful tabloids received money-off coupons on 10 of the biggest brands supporting the wholesale/independent sector in a feature which carried editorial case studies of some of the best community retailers in the land.

The feature was a mainstream production promoting the My shop Is Your Shop, Local And Proud Of It campaign, now in its third year and a flagship activity of the Federation of Wholesale Distributors.

The front cover of the Mirror four-pager was illustrated by a scene in an independent store with shoppers redeeming their money-off coupons. The MSYS logo was prominently displayed together with a competition with a major prize of a 32-inch LCD TV donated by Costco Wholesale.

The inside spread told readers of good community works by independents including John Maxwell Jones, in Kent, Atul Amin in West Bromwich, Atul Sodha in Harefield, and Dawn Galey, manager of the community-owned village store in Steeple Aston, Wiltshire.

The Record inside spread reported on how Scottish independents were helping their communities , including Kim Cameron, of Fort William, Graeme Knowles of Aberdeen, Sarwar Akhtar in Dundee, and Dennis Williams in Edinburgh.

The promotion was a repeat of the first Mirror/Record NID special published in 2005 – but with 10 big brand money-off coupons rather than the seven which appeared last year. It was designed to remind and inform consumers of the value of the independent retailer to the local community and encourage them to increase visits to local stores.

Alan Toft, chairman of MSYS, said: “The campaign is the only positive activity which is sending constructive signals to the consumer on who we all depend. We are promoting independents as irreplaceable – they may be under pressure from the multiples but we can’t let that colour consumer attitudes to independent c-stores and newsagents.”

l IMA Group co-ordinated the tabloid promotion.

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