Scolmore Group has unveiled a major new World Cup–themed promotion designed to boost engagement, reward installers and drive increased footfall across electrical wholesale branches nationwide.
The campaign, titled “It’s Coming Gnome”, brings a fun, football-focused twist to the tournament period, supported by eye-catching POS materials and a wide range of free branded giveaways.
At the heart of the promotion is Scolmore Group’s new football-themed gnome mascot, who will feature across all campaign assets and make special appearances in branches and at industry events throughout the tournament. His playful presence is designed to help wholesalers create in-store impact and spark conversations with customers.
High-impact giveaways to drive footfall
Participating wholesalers will receive a selection of branded merchandise – including footballs and teddy bears – to hand out to customers at their discretion. These giveaways are intended to help branches increase counter traffic, encourage repeat visits, strengthen relationships with installers and create excitement during the World Cup. Branches will also receive a full suite of POS materials, posters, and digital assets to support in-store activation.
Weekly prizes and two £5,000 holiday vouchers up for grabs
Installers can enter the prize draws simply by purchasing any product from across the Scolmore Group brands: Click, Elucian, Ovia, ESP, and Unicrimp.
The mechanic is simple: Installers upload their proof of purchase to a dedicated campaign website, with each transaction generating entries into both weekly prize draws and the grand prize draw.
Prizes include:
· Two headline £5,000 holiday vouchers
· Weekly giveaways – more than 300 prizes in total to be given out during the duration of the tournament – including Greggs and Amazon vouchers, Scolmore Group fridges, football T-shirts, company branded T-shirts, Elucian stools and bucket hats.
The “It’s Coming Gnome” promotion offers wholesalers a complete, ready-to-run campaign that combines fun, visibility, and strong commercial incentives. With the lucky gnome mascot leading the charge, Scolmore Group aims to help branches maximise sales opportunities during one of the highest-profile sporting events of the year.
