With late night and early morning kick-offs set to drive football viewing parties at home, Booker Group’s symbol brands (Premier, Londis and Budgens) have announced a partnership with football icons Emile Heskey and Robert Snodgrass to encourage fans to pick up their essentials locally as football fever sweeps the nation.
Heskey and Snodgrass have been on the road meeting shopkeepers from Premier, Londis and Budgens stores in the heart of communities across the UK, showcasing trending food and drink products on offer for those looking to shop locally.
Their visits to stores in Yorkshire and Glasgow are part of efforts to help their symbol retailers maximise the huge revenue opportunity that the tournament presents, and drum up excitement for the months ahead.
With over half of fixtures in the tournament due to kick off at 10pm or later, millions of fans across Britain are expected to view the games at watch parties at home, and will be stocking up on food and drink to enjoy before, during and after the matches.
Booker Group is supporting its 8,453 independent retailers across its symbol group stores by offering new lines and familiar favourites to meet food-for-now and food-for-later shopping missions, for consumers grabbing a snack on the way to a viewing party, or picking up night-in essentials.
Colm Johnson, Booker’s retail managing director, said: “The summer of football is nearly upon us, so stores should assemble their winning lines and best-sellers to encourage football fans to stock up on the essentials locally – whether it’s for a planned purchase or an impromptu shop.
“We’re letting football fans know Premier, Londis and Budgens stores can play a part in their preparations, whether it’s an early fixture or late-night start. We’re delighted to have Emile Heskey and Robert Snodgrass help us shout about our fantastic symbol stores and the brilliant product ranges they offer. Both are well loved characters thanks to their football careers, and we couldn’t have had a better pair to spread the word about shopping locally this summer.”
Heskey, who represented England 62 times, added: “You can feel the excitement building across the nation as we get closer to the tournament. This is where communities come together, and watching these matches with friends and family is such a huge part of what makes these summers special.
“To be involved with this campaign and show fans that they can support their local convenience store, while getting watch-party ready, has been something I’m really pleased about.”
Snodgrass, who was capped 28 times for Scotland, said: “To be competing on such an international stage is not something Scotland has been able to do very often in my lifetime. This makes this summer even more exciting.
“Scottish football fans won’t want to miss any of the action, and having such great food and drinks options on their doorstep, will not only allow viewers to watch all of the action, they’ll be supporting local stores in the process.”
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