Ten of the biggest brands in the marketplace – three more than last year – are supporting the second national tabloid generic money-off coupon promotion for National Independents’ Day (NID) on June lst.
The coupons with related editorial supporting independent retailers will appear in the Daily Mirror and Daily Record (Scotland) on May 26.
Over 12 million coupons redeemable exclusively at the nation’s independents will be in circulation ahead of the day on which the UK celebrates its sole trader and family run stores.
The promotion – focusing entirely on independent values and quality – is the work of the FWD PR Action Group (PRAG).
This is the working party of suppliers and wholesalers driving the My Shop Is Your Shop (MSYS) campaign, reminding consumers of the value of local stores in the community.
Alan Toft, MSYS chairman, said: “This is the only positive campaign in existence which informs shoppers of the community value of the independent.
“We are now giving these very same shoppers some tangible motivation to increase the value of their purchases from independents.
“Wholesalers and suppliers working alone could not buy space in the Mirror and the Record at our negotiated cost-efficient rates. By supporting NID in this way we have given wholesalers’ customers a fantastic promotion.”
The promotion was co-ordinated by IMA Group, the Manchester agency whose managing director Graham Shelley is a member of PRAG.
Nexus, the London consultancy handling the public relations for MSYS, is now listing wholesalers and independent retailers to participate in the media campaign planned to dovetail with the Mirror/Record promotion.
Trade press advertising will alert independent retailers to the detailed products which will feature in the Mirror and the Record – titles which have the biggest number of readers using independent stores regularly.
The national tabloid money-off coupon concept was initiated by FWD in 2005 in the first ever generic promotional campaign supporting their customers.
New for 2006 is a T-shirt for staff bearing the slogan “My Shop Is Your Shop, local and proud of it” and it carries the coupon brands boldly on the back of the T-shirt.
Retailers can obtain these new MSYS T-shirts, caps, balloons and window stickers in a special pack for Community Stars – retailers who will support NID at retail level.
All they have to do is to email firstname.lastname@example.org with their fascia details and address saying they will support NID this year.
l See page 24 for more about National Independents’ Day.
=== YOUR 10 BIG BRANDS FOR JUNE 1st ===
This is the list of 10 brands which will be promoted in the Daily Mirror/Daily Record money-off coupon promotion in the issue of May 26 ahead of NID on June lst.
1. Minute Maid froot refresh 330ml
2. Guinness 4pk 440ml
3. Pedigree denta sticks/ Rodeo/Jumbone
4. Nescafé Gold Blend
5. Nestlé Kitkat Chunky/Chunky Peanut butter
6. Lucozade Energy
7. Fosters/John Smith/ Kronenbourg/Strongbow
8. KP Peanuts original salted/ dry roasted 100g
9. Walkers Sensations 40g
10. Birds Eye chicken curry/ beef curry