Pladis-owned Jacob’s and McVitie’s are sponsoring wholesaler Today’s Group’s first Big Brand Event.

The UK’s largest buying group and wholesaler – with a purchasing power of £5.7bn – Today’s Group has started its first Big Brand Event campaign, sponsored by Pladis. Other businesses will be supporting the activity in the coming months.

Available to customers of Today’s Group wholesale members, the campaign will showcase the chosen brand of a featured supplier over a four-page spread within its national leaflet three times a week.

Following the campaign’s launch this week, exclusive deals on the McVitie’s and Jacob’s brands have been included for participating retailers, along with general advice on the biscuit category – such as how to maximise biscuit sales on-site – and a detailed countdown of the top-selling UK brands.

Additionally, a competition that encourages retailers to build in-store product displays for a chance to win £250 has been included.

Running until March 2019, over 21 global supplier partners are supporting the event, including Premier Foods and Cadbury parent firm Mondelēz.