Bestway launches World Cup campaign

Following on from the success of previous campaigns (Your Home This Christmas, The Queen’s Platinum Jubilee, and The Summer of Freedom campaign), Bestway said the World Cup campaign has been designed “to disrupt and engage the retailer in their journey through the installations which provide a powerful backdrop to market leading deals driving shopper footfall throughout the World Cup tournament and also providing theatre, visual appeal and some fun.”

The campaign hosts suppliers and leading promotions in “a world-class football stadium”, complete with a football goal for retailers shopping in the depot to enjoy the atmosphere and join in the fun by showing off their own football skills.

Retailers can visit the ‘World Cup stadium’ which provides the excitement and drama of football and showcases 23 major supplier brands and their World Cup products.

There are two spectacular supplier branded players tunnels leading through onto the players pitch, which is surrounded by perimeter advertising boards and promotional product pallets.

Large digital screens will highlight special products, retailer promotions, supplier content to entice and engage retailers. 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 £50k to be won.

Participating retailers will have the chance to win prizes during the four-week campaign, ranging from World Cup branded footballs, high street vouchers, Xbox bundle, LED TVs and one lucky winner will have the chance to enter the ‘Win A Van’ competition.

Kenton Burchell, trading director for Bestway Wholesale, said: “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.

“Our deals reflect the shopper missions for this occasion, with a big focus on beer packs, soft drinks, and snacks.

“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.”