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2018 Category Star: Scott Graham, McLeish, Inverurie, Aberdeenshire
Scott developed a strategy to align the shop’s brand with health, catching customers attention by coinciding this with the introduction of minimum unit pricing and this year’s sugar tax. Having no fascia, Scott has to work harder to market the McLeish name. He invested in own-brand food to go and bakery packaging and a digital screen with tailored promotions to support this. When launching his bakery, Scott’s online giveaway post was viewed 25,000 times and sales quickly rose to £1,500 per week.
Marketing to Customers 2018 Finalists:
Steven Mahal, Arnold Road Premier Stores, Nottingham
Jacqui Dales, London Road Bakery (Spar), Boston, Lincolnshire
Vince Malone, Tenby Stores & Post Office (Premier Express), Tenby
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