Costcutter Supermarkets Group has rewarded four retailers with a £1,000 prize for each adding extra zing to their in-store promotions during the 2010 World Cup.


The company said the sites managed to boost footfall during the tournament by adding in-store theatre such as dressing staff in team kits, holding drinks tasting sessions from the participating countries and giving away flags to England fans.


The winners included Jubilee Garage (Egremont) in Cumbria.


Costcutter said it achieved its first ever £13 million sales week during the World Cup.