A Newcastle convenience retailer has won the opportunity to host the Premier League Trophy into store after being named the top-performing retailer in a Guinness matchday activation celebrating the brand’s partnership with the Premier League and Newcastle United.
The three-week campaign saw stores around St James’ Park taken over with eye-catching Guinness x Newcastle United POS, including archways, floor vinyls, FSDUs and A-boards, alongside exclusive Guinness glassware gift-with-purchase to drive shopper engagement ahead of key games.
Retailers participated in an exclusive competition, with the store delivering the highest percentage uplift in Guinness volume sales rewarded with an in-store Premier League Trophy appearance. The winning retailer and runner-up also received Newcastle United matchday tickets for the upcoming season.
Throughout the campaign, participating retailers saw an average uplift of 205 per cent in Guinness sales.
“Winning this competition has been a real highlight for our store,” said Hemanth Reddy, manager of One Stop Wansbeck Road South, whose store achieved the highest Guinness volume sales uplift during the campaign. “It was amazing to see the excitement from shoppers and the local community when the Premier League Trophy arrived. The Guinness x Premier League campaign gave us a fantastic opportunity to create something special in-store, drive engagement with customers and celebrate the matchday spirit that makes this city so unique.”
Janel Fatania, Customer Marketing Manager at Diageo, said: “Local retailers play such an important role in bringing communities together, particularly around big football moments. Through Guinness’ partnership with the Premier League and Newcastle United, we wanted to support local retailers in creating something memorable for their shoppers and give fans a reason to get excited in store.
“The matchday-themed POS, shopper rewards and the chance to host the Premier League Trophy, gave participating stores a way to build excitement around key fixtures and reward their customers. The Trophy visit was a brilliant celebration for a retailer that really got behind the campaign and helped bring the passion of Newcastle fans to life.”