Bestway launches four-week World Cup campaign

Bestway Wholesale has launched a four-week World Cup campaign in all of its depots.

The initiative, which represents over £250,000 of investment, showcases 23 major supplier brands and their World Cup products in a football stadium setting, complete with a goal for retailers to show off their own football skills.

There are also two supplier-branded players tunnels leading to the pitch, which is surrounded by perimeter advertising boards and promotional product pallets.

Large digital screens highlight special products, retailer promotions and supplier content. The ‘top scoring’ promotions will help drive footfall for retailers for key lines including beer, soft drinks, and snacks.

The campaign is supported by a series of competitions, with prizes to the value of over £50,000. Prizes include World Cup branded footballs, high street vouchers, Xbox bundle and LED TVs. In addition, one winner will have the chance to enter a ‘Win A Van’ competition.

Kenton Burchell, trading director for Bestway Wholesale, commented: “The World Cup presents a huge sales opportunity as consumers will be looking to elevate their at-home viewing with drinks and snacks. It’s a great opportunity for our retailers – we’ve created a destination for them to shop for our deals which have been carefully selected to provide the lowest prices across key lines for this occasion.

“The key is having the right product at the right price – reflecting the shopper missions and having the theatre to bring it to life. These things co-exist – one thing on its own is not going to optimise the opportunity.”

The World Cup campaign will be promoted on Bestway’s digital platforms, and there will be category advice tools to help retailers maximise this key sales window.

Burchell concluded: “We’ve devoted a significant sum to prizes and promotions to help retailers enjoy even more profitable trading over the World Cup. We hope the campaign will encourage retailers to make Bestway their destination of choice ahead of this World Cup to buy their products, and by doing so be rewarded.”