Over two million readers of The Sun, The Scottish Sun and the Liverpool Echo will receive money-off offers on Monster Munch, Buxton mineral water, Ribena and Robinson’s Fruit Shoot. Wholesalers Booker and Landmark will offer deals on Euro Shopper energy drink and Eridge Vale cider.

Alan Toft, chairman of the My Shop is Your Shop campaign which organises NIW, said the Sun tie-in would put the MSYS logo and “Local and Proud of It” message in front of more than seven million people.

He added that the centrepiece if NIW, National Cuppa day on June 3, now had the support of Tate & Lyle and Dairy Crest – giving retailers who wish to offer their customers a cup of tea free sugar and milk, to accompany the existing arrangement with Tetley’s tea and McVitie’s biscuits.

“This will give each store a starter pack for offering customers a free cuppa and a biscuit to promote the store as a friendly local amenity,” Toft said. 

He gave retailers tips on making the most of Cuppa day. “Ask your staff for ideas,” he suggested. “Add your own home made scones or cup cakes, or ask the local school to design a poster for your shop window with a modest prize for the winner. 

“Invite the Mayor, the local community policeman and local personalities to pop in for a cuppa in addition to your customers. And don’t forget to phone the local paper and ask them to send a photographer to the event.”