A Kellanova in-store activation for Cheez-It took place on Friday at the BB Superstore in Pontefract.
Much to the surprise of store owner Bobby Singh and family, world class boxer and commentator Johnny Nelson turned up to celebrate too, posing with fans and enjoying the snacks.
The sun-soaked event coincided with the start of the Christmas season at the store, and there were trees, inflatable elves, a live DJ and tastings galore. Speaking outside the store as tunes boomed out to the surrounding area – and resplendent in a specially made Cheez-It jacket, owner Bobby Singh (second left) seemed genuinely lost for words at the presence of the former cruiserweight world champion and record holder as the day of events unfolded.
However, Bobby was vocal about the event itself, saying: “Activations like this really help to drive sales and we know this from our data. That’s what it’s all about at the end of the day.”
Rui Fias, UK senior marketing manager at supplier Kellanova, said: “Christmas came early for the Pontefract community with a fun packed day to celebrate Cheez-It. With the dynamic nature of the convenience channel and the evolving demands of shoppers, we believe it’s so important for brands and retailers to connect and collaborate.
”This latest store takeover with Bobby is an example of how we’ve been partnering with some of the most entrepreneurial store owners to make Cheez-It a Cheez-Hit in convenience. Thank you so much to Bobby for the great energy and collaboration in supporting our UK Cheez-It launch.”
The Cheez-It snacking brand, worth £1bn in the US, made its debut in the UK in August with the Snap’d snacking range, made up of Cheese & Chilli and Double Cheese, available in 65g pricemarked packs, 40g and 120/150g share size formats. At the event shoppers were offered packs of both flavours.
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