It enhances national three-weekly promotions by showcasing the chosen brand of a featured supplier over four pages within the national leaflet.

The first, for McVitie’s and Jacob’s owner pladis, includes advice on the biscuit category and a competition for retailers, encouraging them to build in-store displays for a chance to win £250.

The aim of each Big Brand Event campaign is to include the “most competitive” exclusive group deals, new product developments, expert advice and retailer competitions.

The promotions are being supported by an in-depot, digital and social media marketing campaign, giving Today’s supplier partners significant brand exposure and providing the membership with regular activity to drive volume through their depots and deliver a strong proposition to customers.

The Big Brand Event will run until March 2019, with more than 20 global suppliers supporting the scheme.