What are examples of effective trade marketing campaigns for on-trade and off-trade channels?

Members highlighted that the best place to source trade marketing inspiration is directly from specialist agencies' portfolio work. **W Communications** (wcommunications.co.uk/aperol/) was specifically praised for their Aperol campaign as a stand-out example; members noted the founder is well-regarded, though their services are premium-priced. **Wonderworks** was also mentioned as a capable option in this space.

Members recommend reviewing agency "our work" sections to see real campaign examples across both on-trade and off-trade channels rather than seeking generic case studies.

On the practical side: Members were actively seeking shareable launch plans for major UK retailers like Sainsburys, particularly for early-stage shelf support during initial listings, but no concrete templates or examples were shared in the discussion. One member noted that a Sainsburys launch during lockdown was challenging, suggesting timing and circumstances significantly impact trade marketing effectiveness for retail placement.