Bestway unveils £250,000 Christmas campaign        

Bestway has launched a major Christmas campaign across all its nationwide depots representing over £250,000 of investment.

The ‘Your Home This Christmas’ campaign by the leading independent wholesaler has been designed – in collaboration with key suppliers – to create theatre, fun, and visual appeal. It will see a large scale Your Home at Christmas ‘house’ being constructed in around 35 depots with large sleighs and reindeers and POS theatre  in the smaller sites where space has been a potential challenge.

“We are really excited by this Christmas campaign and believe it represents a first in UK wholesale with echoes of what consumers have come to expect on the high street,” Kenton Burchell, trading director for Bestway Wholesale and Retail, said.

“Now, retailers can enjoy large-scale fun which is interactive and engaging directly in depot and executed in a way that is highly professional and enjoyable. Our Christmas house encompasses theatre, is a perfect forum for suppliers to showcase their Christmas products. Never before have we looked to physically ‘bring alive’ Christmas in this way, or with such investment.”

Retailers can enjoy visiting the Christmas house which spreads festive cheer and gives an immersive, impactful and emotional experience helped by Father Christmas’s sleigh and his reindeer pulling up outside – packed with Christmas products. There are supplier branded room in each house with product pallets that will rotate in four weeks to refresh the product offers.

Large digital screens will highlight special products, retailer promotions, supplier content and the campaign is supported by a series of competitions, with prizes to the value of over £56,000 to be won.

There will be one lucky winner every two weeks in each depot across the campaign where the winner receives credit of £250 to be taken in January 2022, giving a total of 224 winners over eight weeks.

“What’s really important here is that after a challenging two years for the whole industry, the whole concept is designed to support, appreciate and reward our customers, and our suppliers too,” Burchell said. “We have devoted a significant sum to prizes and promotions to help retailers enjoy an ever more profitable trading over the festive period and boost supplier visibility at the same time”.

Bestway’s Your Home at Christmas campaign is also supported by an above-line trade press media campaign and through the company’s digital platforms including a Bestway digital ‘takeover’ campaign – which plays a prominent role across its web site.

“We hope the campaign will encourage our retailers to make Bestway their destination of choice to shop this Christmas to buy their festive products and by doing so, be rewarded – our whole aim is help them make more possible for their business and their customers this Christmas,” Burchell concluded.