Wholesaler pushes up spring sales with marketing initiative
MAJOR UK wholesaler Bestway Wholesale has unveiled its new marketing campaign for the Easter 2026 season.
Dubbed the ‘Buzz About the Sweetest Deals’ campaign, the new marketing initiative provides Bestway customers with a large-scale, omnichannel campaign that has been designed to drive up sales during the all-important Easter trading period.
Once again, this year’s marketing push will combine in-depot theatre, digital engagement and targeted communications to push retailers during one of the most important trading seasons of the year.
Retailers will be greeted by eye-catching seasonal theatre across depots, with high-impact, branded Easter beehive installations taking centre stage. Honeycomb pallet displays, stacked with leading brands and compelling promotions, will also create a clear focal point across depots and provide standout deals with up to 50% profit on return.
Often seen as the second largest trading period for the convenience channel after Christmas, Bestway says the new campaign will seek to build on the strong engagement the wholesaler saw with its 2025 ‘Bloom in Profit’ initiative.
That saw more than 200,000 visitors in depot during the trading period. Further to this, its digital platform also generated over a million website visits.
With this in mind, Bestway has returned to this omnichannel approach for the 2026 campaign that has been strategically designed by the wholesaler to deliver structured and high-impact seasonal support for this year.
The fully integrated campaign, both online and in-person, is set to offer Bestway customers the chance to explore about 200 “unmissable spring offers” spanning across all in-store categories.
Kenton Burchell, group trading director at Bestway Wholesale, said: “Easter is a crucial trading moment for independent retailers and, at Bestway, we are committed to ensuring they are fully equipped to capitalise on every sales opportunity.
“Our 2026 activation ‘Buzz About the Sweetest Deals’ builds on the strong engagement we saw last year and is designed to give retailers clear, structured support during a key seasonal window, with competitive pricing, compelling promotional mechanics with 50% POR on key lines across categories and structured sales drivers for retailers during this critical trading window.
“By combining impactful in-depot theatre with digital reach and targeted communications, we are delivering a campaign that creates clear commercial advantage for both retailers and suppliers alike, reinforcing Bestway’s leadership in seasonal execution and market-leading support.”
