Booker Group’s symbol brands Premier, Londis and Budgens have launched a summer football campaign with ex-footballers Robert Snodgrass and Emile Heskey to encourage shoppers to buy matchday essentials from local stores.
As excitement builds ahead of the World Cup, the former internationals have been visiting symbol stores across the UK, showcasing food and drink ranges geared towards at-home viewing occasions. Snodgrass visited stores in Glasgow, while Heskey toured Yorkshire.
With more than half of fixtures set to kick off at 10pm or later, fans are expected to host watch parties at home and stock up on food and drink for late-night viewing. The activity aims to help Booker’s 8,453 independent symbol retailers make the most of the opportunity, covering both food-for-now and food-for-later missions.
Robert Snodgrass said: “To be competing on such an international stage is not something Scotland has been able to do very often in my lifetime. This makes this summer even more exciting.
“Being raised in Glasgow, there was a real community feeling in our estate and Scottish football fans won’t want to miss any of the action this summer. Having such great food and drink options on their doorstep, will not only allow viewers to watch all of the action, they’ll be supporting local stores in the process. We had a great day visiting the Premier, Londis and Budgens stores, and I’ll certainly be stocking up ahead of a massive summer.”
Colm Johnson, Retail Managing Director at Booker, added: “The summer of football is nearly upon us, so stores should assemble their winning lines and bestsellers 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 Robert Snodgrass and Emile Heskey help us shout about our fantastic symbol stores and the brilliant product ranges they offer.”
