Heineken UK has introduced a suite of spooky POS materials to help bring the Halloween occasion to life in-store.
The ‘Meet the Chillers’ POS has been designed to digitally support bestselling SKUs and to maximise the seasonal opportunity.
Halloween presents a significant opportunity for retailers to drive sales, and in previous years, sales of beer and cider reached £127m in the total off trade during Halloween week, with a 4.6% increase in sales versus the previous week last year, according to Nielsen.
The beer brand expects this year to follow suit, with Halloween being cemented as the biggest trading week during the autumn season – creating a peak moment in-between the end of summer and the Christmas festivities.
Available to order now via https://thedeltagroup.com/heinekenPOS/, the POS materials include FSDUs, posters, wobblers and shelf barkers, as well as a range of digital assets for retailers’ social media platforms, with further activations planned in depots over throughout October.
Retailers can also enter a competition via the microsite to be in with a chance of winning a Halloween-themed uniform for their staff.
Its latest ‘Meet the Chillers’ is available to convenience stores of all sizes, including those who are not members of the scheme – opening support to the whole channel, regardless of store size or the products they stock.
Paul Gordon customer director at Heineken UK said: “Halloween is a fantastic event for retailers and wholesalers to get involved and have fun with, as adults up and down the country will be looking to celebrate and socialise. Our new ‘Meet the Chillers’ campaign aims to help retailers maximise the opportunity by tapping into that excitement.
“We know that the brands people purchase during Halloween week are very similar to the rest of the year, so retailers and wholesalers don’t necessarily have to worry about stocking limited-edition lines and dead stock after the event has passed. What’s important is how the beer and cider brands are displayed in store, and our ‘Meet the Chillers’ materials aim to help retailers maximise visibility and, therefore, sales opportunities.”
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