Sister agency Good Relations, meanwhile, has been charged with building public support for the campaign, under the banner ‘My Sunday, My Choice’.
‘The aim is to prove consumers are in favour of Sunday opening to put pressure on the Government,’ said Good Relations director Phillip Brady. ‘We launched the campaign with a YouGov poll showing that 57 per cent of consumers back all-day opening on Sunday.’
Currently, trading is limited by the 1994 Sunday Trading Act, which restricts large stores to a six-hours limit.
The Chime-owned agencies report to Deregulate chair David Ramsden, who fronted the 1994 campaign to introduce Sunday trading as chair of The Shopping Hours Reform Council.
Ramsden said he hoped Good Relations would increase support for Deregulate, which could then be communicated through BPPA, whose account director Chris Parr is leading the brief.
Deregulate’s main backers include Asda and Ikea.
The campaign was dealt a blow last month when Tesco withdrew its support. Ramsden said its withdrawal would not derail the campaign and claimed current laws were ‘archaic’ and that ‘the British economy would make an extra £1.4bn a year [from deregulation].’