NIW message reaches over 7m shoppers

The big breakthrough proving that the principles of the MSYS campaign will increase independent retailer sales came in 2008 when Landmark Wholesale tracked transactions through 15,000 stores served by group wholesalers.

The data revealed that the average sales of products promoted during the period including NIW increased by 15.7%.

In addition, individual retailers in various parts of the country reported that sales during NIW were up on the corresponding period of 2007.

In his paper at the annual conference, Raj Aggarwal, Londis flagship retailer and the current FWD Gold Medal MSYS Retailer of the Year, reported sales up for his business in NIW.

Any kind of campaign needs to maintain its momentum once it has established its credentials and MSYS has pushed out the boundaries again signing up News International as the sole media partner.

This provides the campaign with its biggest ever audience for the established advertorial feature containing money-off coupons which the consumer can redeem against some of the biggest brands in the marketplace, including two wholesaler own labels.


Unsurprisingly, the number of coupons is fewer, reflecting the economic meltdown, but given the vastly increased exposure to NIW provided by The Sun the impact can be said to be just as great as in previous years. And in the Liverpool region, where for historical reasons the circulation of The Sun is weakest, the campaign has taken space in the leading paper, the Liverpool Echo.

This gives Liverpool a truly local promotion through its own newspaper. The link with News International was brokered by the National Federation of Retail Newsagents, strong supporters and contributors to MSYS since the launch of the campaign.

The features will appear on May 29, just ahead of NIW.


The iconic yellow MSYS T-shirt with its ‘Local And Proud Of It’ message is in demand with retailers using the automated special helpline to register for the free NIW POS kit.

Since the launch of the campaign in 2004, more than 20,000 T-shirts have been distributed to all corners of the independent world for NIW. They have boosted MSYS presence in thousands of stores – and in the trade press where the striking colour gives an immediate message to the reader.

The NIW kits, funded by suppliers buying into the coupon feature and FWD itself, contain window posters, shelf talkers and balloons in addition to the T-shirt.

Many retailers add their own in store features for NIW to give the shop its own in-store theatre. The main objective of MSYS is to encourage independent c-store owners, newsagents and rural shops to use their imagination to project the MSYS culture.


Three big brands are supporting National Cuppa Day on Wednesday, June 3, as part of NIW. They are Tetley Tea, McVitie’s and Tate Lyle.

Each of these suppliers will promote the day with offers at wholesale level which give the retailer a free pack as a starter for an in-store free cuppa and a biscuit … and a chat.

The friendly image associated with a cup of tea highlights the uniqueness of the personal values of the local shop – it’s an event which cannot be copied by the giant superstores where vast volumes of shoppers, many of them stressed, hurry to push their trolleys to the checkout. For more details see



The money-off coupons in The Sun, The Scottish Sun and the Liverpool Echo feature for NIW appearing on May 29 are: Monster Munch Mega 40g, 10p off; Ribena 500ml, 30p off; Robinsons Fruit Shoot PMP 65p, 20p off; Carling 4x568ml, 50p off; Euro Shopper Energy Drink, one can free; Buxton Water Still, 20p off; Eridge Vale Cider 2 litre, pound;1 off.

More than seven million readers will see these offers. Under the terms of the offers, the coupons must be redeemed at independent retailers



Steve Fox, Booker, said the big selling Euro Shopper Energy Drink coupon for NIW, giving consumers a free can (value at 35p) reflected the success of the ES brand in the marketplace.

“It’s our job to give our independent retailers the utmost support for which Booker is being increasingly recognised. Our participation in The Sun and the Liverpool Echo money-off features is just one element of a comprehensive programme of NIW activity reinforcing our focus on the retailer.

“Every branch manager and retail development manager will work in a shop for a day helping out,” he added.


=== LANDMARK pound;1 OFF ERIDGE Cider ===

Raj Krishnan, senior retail controller at Landmark Wholesale, said the group was giving unprecedented levels of support for independents for NIW.

“We have a strong package of own brand deals to enhance branded activity already taking place to drive footfall during this important week.

“Having Eridge Cider feature with a pound;1 off coupon is ground-breaking stuff it’s all part of the Landmark drive to help our independent retailers maximise this celebration of the local shop,” he added.

Landmark is providing a POS kit for all its wholesale members to help them promote the week in depot

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