Vimto is hitting the road this summer to help retailers increase sales of its seriously mixed up fruit soft drinks range. From now until the end of September, a dedicated sales team will tour the Midlands and North West in eye-catching Vimto Vans. Sporting the brand’s much-loved mascot, the Vimtoad, the initiative is set to drive distribution of the core Vimto range and increase awareness of the recently launched Vimto Remix sub brand.
To support the Van Drive, Vimto will offer independent retailers the opportunity to win cash prizes every week and offer £2 money-off coupons for use in cash and carries against cases of Vimto Remix. The vans will be delivering products from the company’s best-selling soft drinks portfolio, including: Vimto Still RTD, Vimto Fizzy cans and Vimto No Added Sugar Squash.
Vicky Marsden, Senior Brand Manager for Vimto, comments: “Summer is a key time for the soft drinks category, and we’re excited to be launching a campaign aimed at both retailers and shoppers. The Van Drive is the perfect opportunity for us to highlight the recent launch of the Vimto Remix range and provide retailers with great offers on best-selling products across our portfolio.
“Our range of soft drinks can now be found in one in every five homes across the UK. We know that many of the brand’s fans are in the Midlands and North West, so it was important for us to launch a campaign that would reach as many retailers and shoppers in these regions as possible. We encourage independent retailers to stock up on our range in order to maximise their sales during this period and take advantage of the great prizes on offer.”
All retailers need to do to be in with a chance of winning one of the £100 prizes, is purchase four cases of selected products from the Vimto vans, create an eye-catching display in-store using the supplied Vimto POS kit and submit a photo. The POS kit includes: a barker, fridge sticker, shelf strips and an open/closed sign for store entrance. One qualifying retailer will be selected at random each week.
To increase footfall in-store, the campaign also includes a consumer-facing competition that will be communicated across the brand’s POS materials, giving shoppers the chance to win an iPad Air 2 every week throughout the promotional period. Shoppers simply need to enter the last four digits of the barcode, found on their bottle or can.