New Silk Cut Squares campaign from Gallaher for independents

Thursday, 30 October 2008

"Silk Cut Squares" is set to hit independent and convenience retailers across the UK as Gallaher launches an innovative campaign in the lead up to Christmas for Silk Cut.

The campaign will see retailers bagging thousands of pounds in prizes.

This month, Gallaher also released price marked Sterling packs for retailers.

Commencing November 3rd, a Silk Cut Squares kiosk will tour tobacco rooms in over 40 cash & carries throughout November offering retailers the opportunity to win over £80,000 in prizes, with one lucky retailer winning a guaranteed prize of £10,000.

Other prizes available include Sony TVs, Digital Cameras and MP3 players as well as cash prizes.

Every retailer who purchases an outer of Silk Cut in participating depots will get the chance to play the Silk Cut Squares game in the kiosk. To win a prize, players have to reveal two squares on the screen - if the revealed images match, they win that prize.

During the tobacco room tour, 20 lucky retailers will be selected at random to take part in the Silk Cut Squares Grand Final Game on December 15th in London. Every participant in the finals will win at least £500 and one lucky winner will walk away with a guaranteed prize of £10,000.

Retailers who purchase through selected delivered wholesalers will also have the opportunity to win a place at the Silk Cut Squares Grand Final.

Following on from the Silk Cut Squares kiosk tour, independent retailers will have the chance to win a further £60,000 of prizes throughout December via the Gallaher sales force. For every outer of Silk Cut purchased from a Gallaher sales representative, retailers will receive a scratchcard offering them the opportunity to win a selection of prizes - if they scratch off three items the same, they win that prize.

Commenting on the launch of the Silk Cut Squares campaign, Jeremy Blackburn, Gallaher's Communications Manager, says: "The launch of Silk Cut Squares demonstrates Gallaher's continued support to the independent & wholesale trade, offering innovative and exciting rewards to retailers who support the brand.

"This is a massive campaign for Silk Cut and will result in some lucky retailers having a very merry Christmas indeed!

"Silk Cut has an overall share of 5.2%, and a premium sector share of 15.9%."

It has grown its share of the sector by 1% in the last three years, according to Nielsen.

Silk Cut is available in Purple, Blue and Silver.

Source: Gallaher