Boost, the energy drink brand available exclusively to the wholesale channel, has rewarded eight wholesalers for their “outstanding efforts” in the challenger brand’s latest merchandising promotion.
Wholesalers were encouraged to display pallets of Boost at the front of their depots along with PoS material, with the chance to win £1,000 cash for the best brand showcase in each of three categories: 2-3 pallets, 4-6 pallets and 7-10 pallets. The three main winners were TB Cash & Carry Leeds (pictured), Bestway Edgware Road and Dhamecha in Lewisham (respectively).
Five Highly Commended awards were also made to recognise the entries from Bestway Leicester, BA Cardiff, Today’s Chetan, Parfetts Sheffield and Bestway Enfield.
In addition, 20 participating retailers won £1,000 cash for their in-store displays, plus advertising for their store.
Boost sales director Al Gunn commented: “The objective of our ‘Grab A Grand’ initiative was to increase awareness and drive sales in depot in an innovative way. The challenge was totally embraced by many customers and we have been absolutely overwhelmed by the efforts made. In particular, we have been seriously impressed by how depot staff have got involved with some truly amazing displays. These in turn engaged many retailers.
“We are now enjoying visiting all the winners to thank them personally. It seems that this latest part of our Champion of the Independents campaign really did take our relationships to a new level while helping to sell a lot more Boost!”