United Wholesale Scotland launches biggest retailer campaign in its history

United Wholesale Scotland (UWS) has unveiled its largest-ever retailer investment programme with the launch of  its ‘We Have A Dream’ World Cup campaign.

The initiative is designed to help Day-Today and Usave retailers drive footfall, increase basket spend and maximise sales during one of the biggest trading opportunities of the year.

The campaign represents the most significant 360-degree consumer-facing activation ever undertaken by UWS and brings together major supplier investment, in-store theatre, national prize giveaways, digital engagement and local marketing support to help independent retailers compete strongly throughout the tournament.

Recognising the challenges facing convenience retailers, with consumer numbers and basket sizes under increasing pressure, UWS has developed the campaign to create excitement in stores, reward shoppers and drive repeat visits during the World Cup period.

Retailers will benefit from a comprehensive package of support, including a ‘Scratch, Score, Win’ consumer promotion, digital ‘Spin 2 Win’ activity across participating digital stores, extensive point-of-sale materials, football-themed activations, radio advertising and thousands of instant-win prizes backed by leading supplier partners.

The campaign includes major prizes such as TVs, gaming consoles, football merchandise and a £1,000 weekly cash prize draw, all designed to create additional reasons for shoppers to visit their local Day-Today and Usave stores.

Anshu Chandra, commercial director of United Wholesale (Scotland), said: “This is without question the biggest campaign we have ever launched at UWS and reflects our commitment to supporting independent retailers in a market that continues to become more competitive.

“The World Cup presents a huge opportunity for convenience retailers. Customers are entertaining at home, shopping for match occasions and looking for value, excitement and convenience. We wanted to create a campaign that helps our retailers make the most of that opportunity.

“With significant support from our supplier partners, we’re investing heavily to help retailers increase footfall, grow basket spend and create genuine theatre in-store. This is about giving independent retailers every possible advantage during one of the biggest events in the sporting calendar.

“Our retailers are at the heart of everything we do. We know the pressures they face every day, and that’s why we’re continuing to invest in initiatives that drive sales, engage shoppers and help local convenience stores compete successfully against larger operators.

“The scale of supplier support behind this campaign has been outstanding, and together we’re creating a programme that will deliver real value for retailers and consumers alike.”

The campaign launches ahead of the World Cup and will run throughout the tournament, supported by promotional activity across UWS depots, supplier-funded activations, consumer marketing and retailer engagement initiatives.

Mike Leonard, symbol director, said: “This campaign is all about helping our retailers win. We have the supplier support, the promotional investment and the consumer activity in place. Now it’s about working together to create excitement in stores, drive sales and compliance and make this our most successful campaign yet.”