Allied Bakeries is launching a campaign under its Kingsmill brand to offer grants to retailers to help fund community-driven projects.

The campaign, which launches on 14 April at the National Convenience Show (NCS), is offering one lucky retailer the chance to secure £2,000-worth of funding to be used for something to benefit their own local community. Two runners-up will also receive £500 each as a grant towards a community-driven project.

As part of the initiative, Allied Bakeries will have a panel of expert retailers on its stand (J11) at the NCS to offer advice, and attendees will also be able to complete entry forms for the competition on the day.

Guy Shepherd, category director at Allied Bakeries, said: “Retailers are at the heart of the local community and events such as The Big Lunch provide them with a great opportunity to build relations and drive footfall. In doing so, retailers can now take on the role of ‘community champions’ – asking their shoppers what they would like to see in their town or village to bring the neighbourhood together. 

“This campaign aims to help retailers drive loyalty amongst shoppers and position themselves as the community lynchpin.” 

Retailers can also enter after the NCS by emailing to request an entry form, with submissions closing on Monday 10 June. Winners will be contacted by Allied Bakeries by Thursday 20 July.