Ingredient suppliers CSM Bakery Solutions and Bako have launched a tie-in promotion with the UEFA Euro 2016 football championships.
The promotion allows bakers to offer customers scratch-and-win cards when they purchase products, with prizes including a Samsung Curved TV, PS4, Amazon Kindle and gift vouchers.
Bakers will receive a free point-of-sale (POS) kit whenever they buy five qualifying CSM products, such as Craigmillar cake mixes and fillings, Crembel icings and toppings, and Readi-Bake frozen products.
Each kit includes posters, a countertop display, shelf wobblers, bunting, price tickets and 300 scratch-and-win cards. They are available to order now, and the in-store promotion will run from 10 June to 10 July, to cover the tournament period.
Lisa Boswell, trade marketing manager at CSM Bakery Solutions, said: “We’re launching our first-ever Euro promotion. Three home nations have qualified for the tournament this year and the event is a huge opportunity for bakers to drive footfall, with a consumer-driven promotion, inspiring customers to make the Euros an occasion. Bakers can choose their own promotional offer or deal to suit their customers and product range, so it’s a great way to increase sales as well as bringing excitement to the store.”
Gemma Webster, national marketing manager at Bako North Western, said: “What better way to kick off the build-up to the UEFA Euro 2016 championship than with a campaign featuring a winning selection of products and in-store promotional support? We are very pleased to be partnering CSM with a promotion that not only encourages a great level of participation from our customers, but clearly provides a fantastic opportunity to drive additional in-store sales.”