Twelve of the biggest brands in the UK market are supporting National Independents’ Week (NIW) with money-off coupons to be redeemed exclusively at independent c-stores, newsagents and rural shops.
The Daily Mirror and Daily Record (Scotland) will run the special independent retailer support feature on June lst, just ahead of NIW which begins on June 4.
A total of 6.35 million readers will see the coupons in a four-page full-colour insert in the tabloids.
This support and the extension of National Independents’ Day to one week in 2007 makes the event the biggest ever generic promotion in the history of the wholesale/independent sector.
The Mirror and Record feature gives the FWD My Shop Is Your Shop (MSYS) campaign a massive consumer boost immediately prior to the planned public relations media campaign aimed at the shopper during NIW.
Alan Toft, MSYS chairman, said: “This is the third year in which the Mirror and the Record have carried a promotional coupon feature for MSYS. It’s massively important in getting our message to the shopper.”
The June promotion demonstrates the growing impact of the campaign, which is the only activity of its type promoting the positive and unique values of the independent retailer in the community.
The coupon promotion will be communicated to the independent c-store, newsagent and rural shop through the trade media during March and April.
Special T-shirts bearing the brands supporting the Mirror/Record promotion will be distributed in kits for retailers during the last week in May for use during NIW. Supplies of these T-shirts will be available for bulk supplies to be ordered by individual wholesalers.
These T-shirts have become iconic – they identify genuine owner-managers who are involved in their communities and are proud to use the slogan Local And Proud Of It.
The Mirror/Record promotion has been masterminded by IMA Group, the Manchester marketing agency whose managing director, Graham Shelley, sits on the FWD PR Action Group (PRAG) driving the campaign.
Shelley said: “This is an example of how a generic campaign can achieve positive promotional noise for wholesalers and independents at a time when competitive market pressures are unprecedented.
“The brands supporting the feature are household names. Wholesalers and retailers will recognise this boost for trading under the overall umbrella provided by MSYS and NIW.”
=== The products featured in the Mirror/Record promotion are: ===
? 30p off Pedigree Denta Stix, Pedigree Rodeo or Pedigree Jumbone (any size)
? 30p off any 6 x 440ml or 4 x 440ml Guinness Draught consumer packs
? 30p off all varieties 500ml Ribena PETs
? 25p off Branston Original Pickle 360g
? 10p off Bulmers Original
? 10p off Foster’s Twist
? 30p off Persil 1kg
? 20p off Pot Noodle
? pound;1 off Birds Eye Quarter Pounders
? 20p off Nobby’s Nuts, Nobby’s Nuts Salty Nuts, Nobby’s Nuts Dry Roasted, Nobby’s Nuts Sweet Chilli, Nobby’s Nuts Tangy BBQ.
? 30p off Sensations 99p pm pack, Sensations Thai Sweet Chilli pmp 99p, Oven Roast Chicken Thyme pmp 99p, Cheddar Onion pmp 99p
? pound;1 off Rosemount Diamond Label Chardonnay/Shiraz Rosemount Diamond Cellars Semillon Chardonnay/Shiraz Cabernet