Nestlé to repeat ‘Win a Salary’ promotion on Nescafé PMPs

Nestlé is to repeat its popular ‘Win a Salary’ consumer promotion in the wholesale and convenience channel in the New Year.

Running from January to March, the promotion will be featured on all Nescafé PMPs and offer consumers the chance to win up to £40,000 in a prize draw, with a further 1,500 cash prizes up for grabs.

This follows the current ‘A Chance to Win £1,000’ retailer incentive, which is running until 21 December on the Nescafé price-marked range. There are 12 £1,000 awards, and retailers simply buy a case of Nescafé coffee and text the campaign line to be included in the draw. The initiative is being communicated through trade media, by Nestlé representatives in cash & carries, and through displays in depot and online activity.

Nestle’s Nescafé brand remains the clear leader in pure soluble coffee with a 57.6% share across symbols and independents in the year to date (Circana). A quarter of Nestlé’s coffee business goes through the wholesale and convenience channel.

Nescafé Gold Blend is its stand-out best-seller in wholesale, followed by Nescafé Original. Both are available in 95g jars, price-marked at £4.79 and £4.19 respectively.

Other strong sellers in the supplier’s portfolio are ‘2 in 1’ and ‘3 in 1’ packs of six single sachets containing coffee and milk, or coffee, milk and sugar. Last year Nestlé took the decision to reduce the price-mark of these products from £1.10 to £1.

Nestle’s frothy range, comprising Cappuccino, Latte, and new Caramel Latte, which are price-marked at £2.49, are also popular with shoppers.

The Nescafé product that has been growing the fastest through wholesale this year is its super-premium soluble coffee brand, Azera, available in a 75g £4.49 PMP.

All of the Nescafé products available to wholesalers come in price-marked packs. “In this day and age, getting the shopper’s confidence is absolutely critical, and price-marked packs fulfil that role,” says Ollie Richardson, wholesale & convenience controller.