Independent convenience stores are being put centre stage this month as EXTRA launches its new ‘Boss Breaks’ campaign, positioning local shops as vital mood-boosting spaces for young professionals.
The initiative by the leading gum brand follows research showing that 94 per cent of Gen Z experience frequent work-related micro-stresses, with nearly seven in ten (69%) saying a chat with a shopkeeper could help lift their mood.
The campaign positions local independent retailers as community connectors, offering not just products, but human interaction to help shoppers reset during their working day.
From 12 September, participating independents in London, Pontefract and Edinburgh will host week-long takeovers where trained retailers offer friendly conversations, a listening ear, and free packs of EXTRA gum. Stores involved include Diptesh Confectionery in Shoreditch, BB Superstore & Post Office in Pontefract, and Broadway Convenience Store in Edinburgh.
Diptesh Patel of Diptesh Confectionery (R) featured in ‘Boss Breaks’ campaign
“Young people come into the shop all the time just needing a moment to talk, to vent, or just feel heard. We’ve built real trust with them over the years. The ‘Boss Breaks’ corner shop takeover captures that everyday connection perfectly, it’s exactly what we see happening here,” Diptesh Patel of Diptesh Confectionery said.
The campaign has been developed with input from life coach Michelle Elman, who trained participating retailers to help customers pause and de-stress. EXTRA is also supporting the activity with national PR and social media promotion to drive awareness and footfall to the stores.
“Today’s young professionals are constantly navigating low-level tensions at work, the kind that build up but rarely get addressed,” said Hannah Lee, UK brand director, EXTRA. “With ‘Boss Breaks’, we’re giving them a space to pause, reset, take a breath, and get back into their day with a clearer head.”