A Newcastle retailer won the opportunity to host the official Premier League trophy in his store, after being named the top-performing retailer in a Guinness matchday activation celebrating the brand’s partnership with the Newcastle United.
The three-week campaign saw stores around St James’ Park taken over with Guinness and Newcastle United POS, including archways, floor vinyl, FSDUs and A-boards, alongside exclusive Guinness glassware gifts to drive shopper engagement.
The store delivering the highest percentage uplift in Guinness volume sales was rewarded with an in-store Premier League trophy appearance. The winning retailer and runner-up also received Newcastle United matchday tickets for the upcoming season.
Hemanth Reddy, manager of One Stop Wansbeck Road South, whose store achieved the highest Guinness volume sales uplift during the campaign, said: “Winning has been a real highlight for our store. It was amazing to see the excitement from shoppers and the local community when the trophy arrived.
“The campaign gave us a fantastic opportunity to create something special in-store, drive engagement with customers and celebrate the matchday spirit that makes this city so unique.”
Janel Fatania, customer marketing manager at supplier Diageo, said: “Local retailers play such an important role in bringing communities together, particularly around big football moments. Through Guinness’ partnership with the Premier League and Newcastle United, we wanted to support local retailers in creating something memorable for their shoppers and give fans a reason to get excited in store.”
“The trophy visit was a brilliant celebration for a retailer that really got behind the campaign and helped bring the passion of Newcastle fans to life.”
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