Mars Wrigley’s gum brand Extra is bringing its new ‘Boss Breaks’ campaign to Edinburgh later this month, transforming Broadway Convenience Store into a mood-boosting reset space for young professionals.
From 19–25 September, Dennis and Linda Williams’ store will host a ‘Boss Breaks’ takeover, where trained shopkeepers will offer friendly chats, a listening ear, and free packs of Extra gum. The initiative is part of a wider campaign positioning independent retailers as community connectors, helping shoppers reset during their working day.
The campaign is rooted in new Extra research showing that 94% of Gen Z frequently face work-related micro-stresses, with 69% saying that chatting with a shopkeeper could help lift their mood.
Retailers involved in the campaign have been trained by life coach Michelle Elman to help shoppers pause and de-stress. Each store will also benefit from national PR and social media support to drive awareness and footfall.
