Don’t be alarmed if you see a skeleton in the Glasgow depot of Batleys this week, it’s just part of a sampling campaign for the Best-in label.
The campaign focuses on energy drinks this week before moving on to other product categories.
Supported by a sampling kiosk, extensive POS materials and the aforementioned inflatable skeleton cooler to build on the Halloween theme, the campaign is designed to induce trial and increase sales of the Best-in range. There will also be a free prize draw to win £150 of Best-in vouchers with every case of product purchased.
“Where we have distribution for Best-in it achieves fantastic rates of sale. For example in Sports and Energy drinks a Best-in Stimulation or Isotonic product is being sold every second of every day!” said Nick Brown, Category Manager for Own-label. “The next stage is to get a greater share of shelf presence and one of the ways we are doing this is the introduction of a new sampling campaign for the label. Best-in is evolving and often outscores many major brands in taste tests. We want customers to taste the products for themselves, appreciate the quality and then stock on their shelves.”
With the growth in own-label quality credentials, Brown argues that retailers need to look at their ranging more than ever before: “To the best of my knowledge no-one has yet invented elastic shelves but retailers are being constantly asked to give space to NPD and emerging categories.
“One of the ways to do this is to focus on the major brands and complement them with a credible own label such as Best-in. I believe that by replacing secondary and tertiary brands with own-label would free up space to stock NPD and new growth areas without sacrificing core sales.”