So seasonally, it’s no surprise that Pimm’s have been going to town with with the introduction of promotional overlays across key accounts, tailored to suit retailers, shoppers and Pimm’s themselves.
Asda has tapped into the cultural trend of drinking out of jug jars (if you haven’t done it, try it), offering one as a GWP (gift with purchase); desirable to shoppers and true to Pimm’s brand equity. All at the very reasonable price of £8, totally appealing to the price-conscious Asda shopper.
Then there’s Morrisons who’ve introduced the Pimm’s fruit basket, an NPD (New Product Development) that sits alongside the Wine & Spirits aisle. This beauty is designed to encourage the upsell of Pimm’s, as well as delivering on Morrisons fruity desire to push more of their fresh produce to shoppers.