As part of its partnership with the iconic sporting event, the Virgin Money London Marathon, the team from Buxton revamped the Nisa store on Trafalgar Road, turning it into a hydration pit stop. The store, which is on mile six of the route, was taken over by the water brand, cheering on participants whilst ensuring spectators along the route stayed hydrated.

The in-store activity saw marathon-themed Buxton branded free standing display units, bunting, and floor stickers takeover, along with Buxton foam hands being given out for spectators to cheer on athletes from the sidelines. In addition, supporters were encouraged to take a Buxton 75cl sport cap or 50cl bottle with them, to stay hydrated as they made their way along the marathon route.

“Partnering with the Virgin Money London Marathon for our fifth year opens up many opportunities for the brand and being able to work with retailers such as Nisa, is just one of them, said Silika Shellie, Head of Category and Shopper Development at Nestlé Waters.

“We champion in-store theatre in convenience stores throughout the year but especially around seasonal and local events; the Virgin Money London Marathon is a fantastic opportunity for any retailer along the route to get involved. The event is a highlight of the UK calendar and we are thrilled to see the store owner, Mans Kanji, and his team capitalise on the excitement and additional footfall”

Mans Kanji added: “It was great to see the store transformed and spectators coming through the door, thanks to the eye-catching POS and offer of water to keep them hydrated as they cheered. It’s the busiest the store’s ever been on marathon day and thank you Buxton for all the material provided for our store!”