Bestway invests £250k to celebrate Queen’s Platinum Jubilee

Following the success of its “Your Home This Christmas” campaign, Bestway has launched a major promotional campaign for the Queen’s Platinum Jubilee, across all its nationwide depots, representing over £250k of investment.

In collaboration with key suppliers, the “Majestic Palace” campaign has been designed to create theatre, fun, and visual appeal – and sees a large, pre-fabricated palace opening its doors within the main thoroughfare of Bestway’s depots surrounded by chariots, horsemen guards and, of course, the Queen’s “jewels”.

Retailers can enjoy visiting the amazing majestic palace which spreads Summer Jubilee cheer and gives an immersive, impactful and emotional experience. There are branded individual rooms in the palace with key product pallets from suppliers including Heineken, Coca-Cola, Britvic, Mars Pet 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 with some great prizes to win.

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.

The promotion will run until the Queen’s Jubilee Bank Holiday on Friday 3 June.

“We’re looking to create more theatre and excitement in the depot for our cash and carry customers,” said Kenton Burchell, Trading Director at Bestway. “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.

“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 “Your Home at Christmas” campaign led to an estimated 20 per cent increase in sales.