British retailer The Co-operative has partnered with Live Nation to become the first food retailer in the country to have a supermarket at four major summer music festivals.
The Co-op will set up a 6,000 square foot shop at Download, Latitude, Reading and Leeds festivals, running from June through August 2018, offering a wide range of items for festival-goers.
“This industry-first deal puts Co-op at the heart of festival communities this summer,” said Amanda Jennings, director of marketing communications, Co-op.
“It shows our ambition to reach out to new and younger customers, providing essential and quality products. Co-op is all about being close to the customer and it doesn’t get much closer than being right outside your tent.”
Covering All Eventualities
The stores will stock over 200 products such as food, water, beer and wine, toiletries including medicines and, to cover all eventualities, both sun cream and rain ponchos, according to the Co-op.
Store shelves will be re-stocked each day and the stores will be fully staffed during their opening hours from 7am-1am. The stores will be located in the campsite area of each festival in order to make it more convenient to stock up, according to the retailer.
The initiative will be promoted through a comprehensive digital and social media campaign, alongside PR and experiential activities, according to the retailer.
“We want festival-goers to have the best possible experience while at our events and are always looking for partnerships that enhance this,” said Melvin Benn, MD Festival Republic. “Having an environmentally-conscious food retailer like Co-op onsite will give fans easy access to all the products they need while at our festival campsites, while reinforcing our green principles.”
© 2018 European Supermarket Magazine – your source for the latest retail news. Article by Kevin Duggan. To subscribe to ESM: The European Supermarket Magazine, click here.
