Powerful promotions: Plan with ambition
ADVERTORIAL
Ollie Richardson, Nestlé’s Wholesale & Convenience Controller, Beverage, Food & Nutrition, shares the secret to powerful promotions
In the wholesale and convenience channel, there is no doubt that promotions are an essential tool for brands. In this highly dynamic environment where retailers are constantly balancing choice with margin and availability for their shoppers, strong promotions are a powerful way to keep products in retailers’, and shoppers’, minds.
When brands activate a promotion, it can be all too easy to focus simply on the promotional price. However, at Nescafé we are mindful of the entire shopper journey, so we include multiple touchpoints end to end, from the physical wholesaler depot to their digital platforms, retailer delivery models and emerging quick commerce and then in-store promotional activity.
The best promotion isn’t just to increase sales during the promotional period but to support retailers to grow the coffee category in their store.
So what is the secret to a winning promotion? It needs to be simple to execute and, crucially, it needs to deliver value for both the retailer and the shopper. We know that trading conditions are difficult right now for retailers, but powerful promotions on bestselling brands, such as Nescafé, ensure that retailers have a strong offer and a viable business. Local communities rely on their store for the things they need and also the services the store provides, so it’s really important that we support retailers with products, and promotions, that resonate.
In the current climate, shoppers are in search of value and will shop around to find it. This means we’re seeing some move out of the convenience channel, so collectively, we have to take action to win them back.
WIN A SALARY
A huge highlight for Nescafé has been our Win A Salary promotion, which reinforces the power of bold, engaging activity in the wholesale and convenience channel. Last year we saw record levels of engagement, so for 2026 we took it a step further, increasing the salary value to £40,000, alongside 1,500 instant-win cash prizes.
Offering a simple, compelling reward really cut through with both retailers and shoppers, and already it’s clear that this year’s campaign has broken all records, delivering a winning campaign for everyone involved.
PARTNERSHIPS
By working closely with wholesalers and retailers we can bring promotions to life in such a unique way – a full 360 campaign. When wholesalers really get behind a campaign, the momentum is incredible.
By utilising all wholesale touchpoints, from leaflets, WhatsApp and digital platforms to in-depot screens, displays and in-depot teams, there is fantastic reach.
When we combine scale, simplicity and collaboration, we can attract new shoppers, re-engage lapsed shoppers and drive meaningful category growth for wholesalers and retailers.
We need to plan with ambition with promotions. When wholesalers, retailers and brands align on a clear message, consistently executed, we achieve the best results.
OLLIE’S TOP TIPS
1 KEEP IT SIMPLE
Make sure the promotion works for the wholesaler, the retailer and the shopper. Highly effective promotions deliver clear, strong profit for the retailer and will gain their support. This means they will sell it with confidence and the promotion works harder.
2 TIMING MATTERS
Unlock the true value of promotional activity by executing from day one. Keep a close eye on availability to ensure retailers don’t go elsewhere.
3 CONSISTENCY
Use clear PoS in depot and display prominently, supported by secondary sitings and share the same messages online. The more retailers see the promotion, the more they will identify the opportunity and take action.
