Scots wholesaler ensures stores are World Cup ready
SCOTTISH wholesaler JW Filshill has kicked off its own summer of football campaign in a bid to tap into the the excitement for the Fifa World Cup.
Featuring official World Cup sponsors and a new initiative across its B2B order platforms, the wholesaler’s new campaign will offer KeyStore retailers the chance to win account credit prizes of up to £1,000 throughout the World Cup.
Key suppliers including Budweiser, Coca-Cola, C&C Group, Heineken UK and Mars Wrigley have all been confirmed for the campaign and will offer KeyStore retailers to the chance to win account credit prizes across their products.
For suppliers, Filshill has said they will benefit from an increased exposure with the firm’s customers throughout the tournament and strong engagement with some key retailers throughout, what is likely to be, one of the most important trading periods for 2026.
KeyStore customers will also be able to benefit from a range of POS and in-store theatre from suppliers, along with upweighted social media activity across the symbol’s key social media platforms including TikTok and Facebook.
Craig Brown, chief sales and marketing officer at Filshill, said: “It’s an exciting summer of football and we’re delighted to be collaborating with our suppliers and customers to raise awareness of the KeyStore and Filshill brands as we offer these valuable opportunities for retailers.
“There are also lots of consumer promotions plus at community level there is investment support available via our KeyStore Community Fund for grassroots and youth football teams, supported by Coca-Cola, Walkers and Suntory (Lucozade).
“All of this activity reaffirms our commitment to leveraging partnerships to provide promotions, pricing and range support to drive our retailers’ store performance, tapping into our ‘five reasons to join KeyStore’ campaign: delivery, social media support, KeyStore Community Fund, proven core range, and real business support.”
