Bestway has launched a major promotional campaign for the Queen’s Platinum Jubilee across all its nationwide depots, representing an investment of more than £250,000.
In collaboration with key suppliers, the ‘Majestic Palace’ campaign has been designed to create theatre, fun, and visual appeal. It sees a large, prefabricated palace opening its doors within the main thoroughfare of depots, surrounded by chariots, horseman guards, and the Queen’s ‘Jewels’.
There are branded individual rooms in the palace with key product pallets from suppliers including Heineken, Coca-Cola, Britvic, Mars Petcare and Nestlé. There will also be ‘Tobacco Rooms’ with tobacco and vape products from suppliers including Imperial Tobacco, JTI, and Juul.
Large digital screens will highlight special products, retailer promotions, and supplier content. The campaign will also be supported by a series of competitions, including best depot display and various supplier competitions.
Bestway is also supporting The Queen’s Green Canopy Initiative by inviting suppliers to support retailers by sponsoring the planting of trees in their area. Bestway has confirmed that it will match all donations made by suppliers.
Kenton Burchell, Trading Director at Bestway, said: “We’re looking to create more theatre and excitement in the depot for our cash and carry customers. If we can generate that level of enthusiasm and inspiration with the retailer in depot, then they’ll get behind it in-store, which will help grow their sales.”
Burchell added: “The key is having the right product at the right price 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 promotion will run until the Queen’s Jubilee Bank Holiday on Friday 3 June.
The Jubilee campaign follows the success of the wholesaler’s ‘Your Home This Christmas’ campaign, which led to an estimated 20% increase in sales.