Scottish convenience group KeyStore has announced a new festive radio campaign for December in a bid to raise store awareness and drive sales and footfall.

The ‘12Ks of Christmas’ campaign, which is running for the second successive year, will allow Radio Clyde listeners to win a range of prizes, culminating in a top prize of £12,000 in time for Christmas.

Ian McDonald, sales and marketing director of KeyStore wholesaler JW Filshill, said last year’s Radio Clyde campaign was “extremely effective”.

“Filshill experienced an excellent uplift in sales with retailers definitely benefiting from increased footfall during the period of the campaign, thanks to the regular promotional trailers on Radio Clyde and every presenter – including the popular George Bowie and Knoxy – mentioning KeyStore live on air,” he added.

This year’s campaign will highlight deals across a range of brands, including Irn-Bru, Pringles and Foster’s.

“It’s a really uplifting campaign for KeyStore at an important time of the year for our retailers,” said McDonald. “It will add value to the KeyStore brand and highlight the benefits of shopping locally, and all listeners have to do to be in with a chance of winning the jackpot prize of £12,000 is send a simple text with the winner drawn at random.”

Last year’s campaign reached 34% of Radio Clyde’s transmission area, with almost 68,000 people texting in for a chance to win the £12,000.