PepsiCo and Bestway: Engagement is key
A lot can be achieved when wholesalers and suppliers team up to deliver retailer campaigns, as PepsiCo and Bestway Wholesale know
There are benefits to be enjoyed all round when wholesalers strategically partner with suppliers to engage with retail customers – from in-depot activations launching exciting NPD to competitions to encourage increased basket spend.
A great example of this is PepsiCo and Bestway Wholesale, who have formed a long-standing relationship where both companies know the sweet spot when it comes to harnessing resources to best communicate with retailers.
View our visit to Bestway to cover the launch of PepsiCo’s newest Win a Van competition:
“PepsiCo sees Bestway as a strategic partner,” says Mike Chapman, Head of Wholesale, PepsiCo (pictured top right). “The two companies work closely on a wide range of initiatives to engage with retailers.”
By working closely with the wholesale channel, suppliers can bolster growth plans for key products.
“For PepsiCo, the independent and wholesale channel is a strategically important area,” Mike continues. “We have big ambitions with our bestselling Walkers brand and the independent channel is absolutely essential to these growth plans.”
This year, the two companies are launching a competition to give retailers the chance to win a van. Retailers are automatically entered into the competition when they purchase a case of Walkers price-marked packs. It’s the sixth year the competition has been running, but this year features a difference in that the van up for grabs is fully electric.
“This year’s competition is really exciting,” Mike continues. “The promotion is centred around PMPs, which we know are key to growth in this category. Any case of 48g-82g PMPs that a retailer buys from the range between 15 September and 9 November will automatically enter them into the competition.”
ENGAGING WITH RETAILERS
While the competition is a great opportunity for PepsiCo to increase basket spend on its bestselling products, it also gives the company an authentic reason to engage with retailers on a subject a little closer to home.
“As everyone knows, many people are struggling financially at the moment,” Mike continues. “PepsiCo sees this competition as an opportunity to give something back to retailers, and give a small helping hand to the lucky winner through the prize of a van.
“While the end-customer won’t be aware of this competition, they will benefit from the competition’s focus on PMPs. Now more than ever consumers are looking for tasty but affordable treats, and PMPs provide them with the confidence that they are purchasing an accessible and delicious savoury snack.
“As we go into winter with the big night in opportunity and the seasons of Halloween and Christmas, sharing occasions become essential, so it’s vital that retailers stock up on PMPs to cater for consumer needs such as treating and bold flavours during this time. Offering taste-led savoury snacking products in a sharing PMP format means retailers can capitalise the big night in and seasonal occasions coming up, and maximise their sales.”
RETAILER VIEW: SHASHIKANT DASSANI – DASSANI OFF-LICENCE, EDGEWARE:
“My customers love PMPs because they know it’s the best value for money. I’m very excited about the competition to win a van – I can’t wait to enter!”
RETAILER VIEW: FARRAH, VG FOOD STORES, LONDON:
“Walkers products have always been the bestselling ones in my store – in fact, we no longer sell any other crisp brands because they were never as successful! Over the years, we’ve tried many other ranges, but they’ve all been slow and hard to sell. However, Walkers doesn’t need any advertising – its products just fly off the shelves. I’m really excited to win the competition – it’s right up my street. The cost of diesel is rocketing, so I’m especially excited about the fact that the van is electric. It will help me be more sustainable as well!”
KENTON BURCHELL, BESTWAY TRADING DIRECTOR
“The products we’re featuring within the Win A Van campaign are some of the bestselling products in the category, so the competition makes it really easy for retailers to buy these products and enter a fantastic competition at the same time.
“In the past, we’ve found this campaign to be a huge success when it comes to engaging with retailers. Last year, we received nearly 60,000 entries, so it truly raises the profile of the PepsiCo portfolio. The prize this year is even stronger as it also has environmental considerations because it’s an electric van we’re giving away.
“The competition is focused on PMPs, which we know are important to both retailers and consumers. For our retailers, it helps to merchandise products that are self-executing. Customers can see the price easily, giving them confidence in the price they are paying.”
T&Cs: *GB 18+. Ends 23:59 09.11.23. Full terms and qualifying products at bit.ly/47f1gWQ. Promoter: Walkers Snacks Ltd and Bestway Wholesale Ltd
Bestway Wholesale competitions depot promotion Kenton Burchell Mike Chapman PepsiCo
