Bestway unveils ‘Buzz About The Sweetest Deals’ Easter campaign

Bestway Wholesale has unveiled its Easter 2026 national activation, ‘Buzz About the Sweetest Deals’, a large-scale omnichannel campaign.

Running in more than 60 depots from 27 February to 26 March, the campaign brings together in-depot theatre, strong digital support and around 200 Spring deals and offers to drive footfall, engagement and commercial return.

Building on strong engagement in 2025, with more than 200,000 visitors in depot during the Easter trading period and a digital platform that generated over one million website visits, Bestway is returning with a coordinated omnichannel strategy designed to maximise visibility, participation and commercial impact. It is expected to reach more than 100,000 independent retailers.

Easter represents the second largest trading period for the convenience channel after Christmas. For 2026, Bestway is prioritising focused investment and measurable return, ensuring its seasonal activation delivers tangible value for both supplier partners and independent retailers.

Retailers will be greeted by high-impact seasonal theatre across depots, with branded Easter beehive installations taking centre stage. Honeycomb pallet displays, stacked with leading brands and promotions, create a clear focal point for standout deals up to 50% POR as well as product launches at competitive prices.

The campaign, both in-depot and online, invites customers to explore nearly 200 Spring offers spanning all categories. Key promotions are housed within individual branded pallets, brought together under the ‘Buzz About the Sweetest Deals’ hive theme.

Kenton Burchell, group trading director at Bestway Wholesale, said: “Easter is a crucial trading moment for independent retailers, and at Bestway we are committed to ensuring they are fully equipped to capitalise on every sales opportunity.

“Our 2026 activation ‘Buzz About the Sweetest Deals’ builds on the strong engagement we saw last year and is designed to give retailers clear, structured support during a key seasonal window with competitive pricing, compelling promotional mechanics with 50%+ POR on key lines across categories and structured sales drivers for retailers during this critical trading window.

“By combining impactful in-depot theatre with digital reach and targeted communications, we are delivering a campaign that creates clear commercial advantage for both retailers and suppliers alike, reinforcing Bestway’s leadership in seasonal execution and market-leading support.”