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KP Snacks launches Local Legends campaign supporting convenience retailers

KP Snacks has launched a nationwide campaign to reward convenience retailers for their resilience shown through the pandemic and help them retain the shoppers and bigger baskets they have won.

The Local Legends campaign sees KP snacks offer a significant retailer incentive programme to recognise partners as Local Legends themselves, by providing 40 separate prizes worth £1,000 each. Winners will each receive £250 worth of KP Snacks product, £250 Love2Shop vouchers for staff and a £500 donation on their behalf to a registered charity of their choice.

To enter, retailers simply need to purchase KP Snacks’ Super Seven singles range of McCoy’s, Hula Hoops, Butterkist, KP Nuts, Skips, Space Raiders and Nik Naks via select wholesalers and distributors to be entered into a free prize draw. The prize draw will run throughout August to October with specific dates for participating customers.

As part of the campaign, KP Snacks is raising awareness of GroceryAid and the support available to wholesale and convenience retailers at a time when they need it most. The KP sponsored trade advertising and customer communications plan looks to help link retailers and their staff with the emotional and financial support available to them via this leading retail industry charity.

“We at GroceryAid are delighted to partner with KP Snacks to support our key workers who in turn are so wonderfully supporting their communities,” said Charles Wilson, president, GroceryAid. “In addition, KP snacks will continue to offer up to date, simple and relevant category advice to grow CSN sales through investing in materials, including a comprehensive Trade PR and advertising campaign which runs from early August until early October.

Matt Collins, trading director at KP Snacks, said: “At KP Snacks we stand firmly together with our trade partners in what has been an extremely challenging time. We want to do our bit to support this vital community both commercially and emotionally. Our job now is to help our customers to continue to thrive and prosper in the CSN category through these ever-changing times.

“Bagged snacks remain a vital driver of growth within convenience, playing a key role in driving footfall. CSN is worth £3.3bn[1]and over the last five years KP Snacks have delivered +142m RSV in growth to the category which is almost one-third of overall category growth and the biggest growth contribution of any single supplier[2]. In 2019 we delivered £50m of the £96m category growth. The KP Snacks portfolio is currently growing in value at +5.9%, ahead of the overall category at +3%[3].

“In recent months there has been a marked increase in savoury snacking occasions, with CSN being the fastest growing snack and showing up in 70% more convenience baskets during lockdown[4].

“Using the strength of our brand portfolio, and our Local Legends campaign, we hope to help our retail partners adjust to new norms, reward them for their resilience and help them retain the new shoppers that they have won and bigger baskets that have been gained.

“We are really proud of how our industry has responded to this crisis and in this era of uncertainty, our partnership approach is more important than ever.”

[1] Nielsen Scantrack – 13.06.20

[2] Nielsen MAT 2014 to 2019

[3] Nielsen Scantrack – 13.06.20

[4] Kantar Usage 2020

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