United Biscuits (UB) has this week launched its second in-depot activation, this time designed to increase growth in the savoury category by driving distribution of its core lines in the convenience and impulse channels.
The ‘Snack Happy’ tour will see UB visit 22 cash and carry depots across the UK throughout October. Two dedicated Jacob’s ambassadors will be on hand to offer retailers advice on how to boost their biscuits’ sales using UB’s Five-Step ‘Better Biscuits, Better Business’ plan.
The tour supports the manufacturer’s £22m masterbrand strategy, and will follow the look and feel of the Jacob’s ‘Snack Happy’ through-the-line campaign, brought to life through three weeks of activity this month.
On entering the depots, retailers will be met by front displays highlighting deals on offer and products available as well as a range of display solutions that can be taken away by retailers on the day. As part of the activity, UB will also be offering retailers that take advantage of the deals on offer, the chance to win a £100 pre-loaded fuel card with one to be won in each depot on the tour.
Hena Chandarana, trade communications controller, commented: “We believe there is a huge sales opportunity for biscuits in the impulse trade with an £18m opportunity still to be unlocked in the convenience sector. However, manufacturers have a job to do in order to help retailers decide which products they need to stock to achieve this.
“Following the launch of our Masterbrand strategy, we’ve fundamentally shifted our strategy and are continuing to make investments into the category and convenience channel to support retailers.
“We recently made all core biscuit ranges including Jacob’s Cream Crackers available in cases of 12 rather than 15. With a reduced financial outlay equating to a 20% reduction in entry price, retailers are now able to take better control of their stock and take full advantage of the sales on offer from the Biscuit category.”
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