Andy Devaney
As football fever begins its familiar march across the UK, Emile Heskey and Robert Snodgrass are urging fans to shop local for their summer match-night essentials — because when half the country is staying up for late kick-offs, the nearest convenience store may become almost as important as the remote control.
Football Fever Meets The Local Corner Shop
Premier, Londis and Budgens have teamed up with the former England and Scotland internationals to highlight the role local convenience stores can play during a packed summer of football.
And let’s be honest, the planning matters. With more than half of the tournament’s matches due to kick off at 10 pm or later, millions of fans across Britain are expected to watch from home, fuelled by nervous energy, misplaced optimism and enough snacks to trouble a small buffet table.
For many households, the watch party will not begin with a tactical preview. It will begin with someone saying, “Have we got enough crisps?” followed by the grim realisation that no, of course they haven’t.
That is where the shop local message lands rather neatly.
Heskey And Snodgrass Take The Message To The High Street
Heskey and Snodgrass have been visiting local convenience stores across the UK, showcasing the food and drink ranges available through Premier, Londis and Budgens.
The three symbol brands are operated by independent retailers and owned by Booker, the UK’s largest food and drink wholesaler. In plain English, that means the campaign is not just about match-night shopping; it is about sending trade through stores that sit at the centre of local communities.
Heskey brings serious football weight to the campaign. The former striker made 516 Premier League appearances, scored 110 goals and represented England 62 times, including selection for the 2002 and 2010 World Cups.
Snodgrass, meanwhile, was capped 28 times by Scotland and played for Premier League clubs including West Ham, Norwich and Hull City before retiring in 2024.
Not a bad front two for a convenience store campaign, really. One brought defenders into awkward conversations for years; the other had a left foot that could wrap a ball like a Christmas present.
Late Kick-Offs Could Bring Big Nights For Local Stores
The timing is the clever bit.
Late-night fixtures change how people watch football. Pubs will still have their place, naturally, but 10pm starts invite a different kind of ritual: sofas, friends, family, fridge raids and a table full of things nobody admits to buying but everyone demolishes by half-time.
That gives local convenience stores a useful role. They are close, familiar, quick to use and often open when the supermarket run has long since become somebody else’s problem.
Colm Johnson, Booker’s Retail Managing Director commented: “The summer of football is nearly upon us and you can already feel the excitement whether you’re a die-hard football fan or not. With both England and Scotland looking for a historic summer, the atmosphere will be incredible – whether it’s an early hour or late night start, we’re letting fans know that Premier, Londis and Budgens can play a part of their match preparation ritual.
“We’re delighted to have Emile Heskey and Robert Snodgrass help us shout about our great symbol groups. Both are well-loved characters thanks to their football careers, and we couldn’t have had a better pair to spread the word about shopping locally this summer.”
A Summer Built Around Friends, Family And Football
For Heskey, the campaign taps into the communal side of tournament football — the part that turns ordinary living rooms into miniature fan zones and ordinary evenings into national mood swings.
Emile Heskey, who represented England 62 times, said: “You can feel the excitement building across the nation as we get closer to the tournament. This is where communities come together, and watching these matches with your friends and family is such a huge part of what makes these summers special.
“To be involved with this campaign and show fans that they can support their local, while getting watch-party ready has been something I’m really pleased about. The selection on offer is amazing, and it’s an important message we’re putting out.”
That is the heart of the shop local message: football summers are rarely just about football. They are about who is in the room, what is on the table and whether someone has remembered the soft drinks before extra time starts creeping into view.
Scotland’s Big Stage Adds Extra Bite
Snodgrass knows better than most how much international football matters north of the border. For Scotland fans, the chance to watch their side compete on a major stage carries a particular charge.
Robert Snodgrass, who was capped 28 times for Scotland, added: “To be competing on such an international stage is not something Scotland has been able to do very often in my lifetime. This makes this summer even more exciting.
“You won’t want to miss any of the action, and by having such great food and drinks options on your doorstep, will not only allow you to watch all of the action, you’ll be supporting your local stores in the process. We had a great day visiting the stores, and I’ll certainly be stocking up ahead of a massive summer.”
It is a practical point wrapped in football sentiment. Fans want convenience. Local shops want footfall. The tournament provides the occasion.
Why Shopping Local Fits The Match-Night Mood
The best sports campaigns understand behaviour rather than merely borrowing a football shirt and hoping nobody notices.
This one works because the idea is simple. If fans are watching late-night fixtures at home, they need easy access to food and drink. If those essentials are available nearby, the local store becomes part of the match-day routine.
No grand speech required. No corporate fireworks. Just the wonderfully British business of making sure there is enough in the cupboard before kick-off.
For Premier, Londis and Budgens, it is a timely reminder that convenience stores are not just last-minute stops. They are woven into how communities gather, celebrate, commiserate and occasionally panic-buy before penalties.
Further details and Booker sign-up information are available at https://www.booker.co.uk/
This summer, the football may be decided under bright lights and heavy pressure, but for many fans, the first important result will be found much closer to home: a well-stocked local shop, open when the nerves start jangling.