Booker signs up Heskey and Snodgrass for World Cup campaign

To help its independent symbol group retailers capitalise on the World Cup late-night watch-party opportunity, Booker has launched a campaign backed by footballers Emile Heskey and Robert Snodgrass (pictured).

Heskey and Snodgrass have been on the road meeting shopkeepers from Premier, Londis and Budgens stores, showcasing trending food and drink products on offer for those looking to shop locally. The visits to stores in Yorkshire and Glasgow are part of efforts to help Booker’s symbol retailers maximise the huge revenue opportunity that the tournament presents.

With over half of all fixtures in the summer football tournament due to kick off at 10pm or later, millions of fans across Britain are expected to view the games at watch parties at home, and will be stocking up on food and drink to enjoy before, during and after the matches.

Booker is supporting its 8,453 independent retailers across its symbol group stores by offering new lines and familiar favourites to meet food-for-now and food-for-later shopping missions.

Colm Johnson, Booker’s retail managing director, says: “The summer of football is nearly upon us, so stores should assemble their winning lines and best-sellers to encourage football fans to stock up on the essentials locally – whether it’s for a planned purchase or for an impromptu shop.

“With this activity, we’re letting football fans know that Premier, Londis and Budgens stores can play a part in their preparations, whether it’s an early fixture or late night start.

“We’re delighted to have Emile Heskey and Robert Snodgrass help us shout about our fantastic symbol stores and the brilliant product ranges they offer. Both are well-loved characters thanks to their football careers, and we couldn’t have had a better pair to spread the word about shopping locally this summer.”