Mel Broome & Son gets lucky break

A Warwick butcher is quids-in after discovering a winning ticket worth £1,000 in his delivery of fresh beef.

Mel Broome, proprietor of Mel Broome & Son in Warwick, won the top prize in the promotion, a £3,500 giveaway run by Weddel Swift Distribution in conjunction with Dawn Meats and Eblex.

The tickets were placed in random boxes of Weddel Swift Matured English Beef between 4 May and 31 July 2009. There were 50 individual prizes of £50 and one special ticket worth £1,000.

Mel, who runs the shop with his son, was delighted. "It was such a nice surprise, especially in the current climate when most businesses are working harder than ever." To be able to treat ourselves was just wonderful."

Brian Waterfield from the Market Harborough depot of Weddel Swift and David Fogerty of Dawn Meats were on hand to present Mel with his cheque. Brian said: "We congratulate Mel on winning this competition what a lucky find! £1,000 can really make a big difference to an independent retailer, particularly in the current climate, so it is great to hear that the money has been put to good use."

The promotion has been a huge success for Weddel Swift, which saw orders rise by 48% in volume and 58% in value during the marketing period. Mike Whittemore, EBLEX retail project manager, added:

"That's a fantastic achievement and it doesn't stop there! A new campaign for Weddel Swift Matured English Beef customers is currently in the planning stages and businesses will soon begin to receive marketing materials with further details of the promotion."

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