Case Study: Suntory Beverage & Food GB&I helps retailers win time off with Hanover’s Win the Weekend campaign

Suntory Beverage & Food GB&I wins 1,000 retailer entries with Hanover

Suntory Beverage & Food GB&I, a major drinks manufacturer, faced the challenge of building stronger relationships with its trade partners—thousands of independent retailers and wholesalers. The goal was to demonstrate that SBF GB&I was a true partner to the convenience channel by addressing a critical issue for store owners: the inability to take time off, which was severely impacting their mental health. Hanover Communications was engaged to develop a trade communications program to meet this challenge.

Hanover designed and executed the "Win The Weekend" initiative, which offered a retailer a £5,000 prize and two days off, with an award-winning retailer and experts recruited to mind the shop. The campaign was driven through targeted ads, social media, and direct engagement. The results were exceptional, with almost 1,000 entries—900% more than a typical trade competition. The campaign generated widespread positive feedback, significant media coverage, and valuable content. Based on this success, Hanover helped create a practical handbook for retailers and the initiative is being continued, proving its profound impact and solidifying SBF GB&I's role as a supportive trade partner.

Suntory Beverage & Food GB&I