Premier Foods and wholesalers collaborate to spread the spirit of Xmas in-depot

Premier Foods has been touring cash and carry depots, creating bespoke Christmas inspired displays, designed to attract retailers’ attention in the run up to the festive period.

The activity focuses on the company’s best-selling Christmas lines, including Ambrosia, Bisto, Bird’s and Paxo, which are all available in price-marked packs.

Steve Kelly, channel director at Premier Foods commented: “We’re using the festive displays to highlight our top performers, create theatre and drive additional sales – 46% of Paxo and 49% of Ambrosia is sold in the six weeks leading up to Christmas [Bestway Batleys depots in six weeks up to Xmas in 2014 and 2015], so we are partnering with wholesalers to create Christmas bays to ensure there is high visibility of these and other brands that will drive sales and basket spend for retailers.”

Nick Hartwell, category manager – grocery at Bestway Abbey Road, where the picture above was taken, added: “We value collaborative relationships and we work with Premier Foods throughout the year on ways to maximise our businesses within the channel, including incentivising our depots to build best in class off fixture displays, to ensure maximum impact. The festive PoS material provided to dress displays this year is some of the best in class and really helps to make an impact in depot to capture additional sales.”

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