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Alfresco eating & entertaining has seen one of the biggest increase in UK grocery with an 21% YoY growth to a level in excess of £7.5 billion*, and this has been fueled even more by the home-centric, & staycation trends present throughout summer 2020. This growth looks set to continue with retailer analysts predicting that the market could be worth in excess of £8 billion in 2021, with 3-in-4 households now enjoying life alfresco.
*Source The Grocer / Kantar 2020
An altogether better outdoor eating & entertaining experience!
Secure your brand’s participation here!
Alfresco eating & entertaining ‘comes of age’ with the UK’s biggest summer sampling & promotional event!
Gastro Alfresco has not only won multiple grocery marketing awards, it’s also the campaign that really created the discipline of multi-brand marketing in the UK! Following 2020’s Covid Lockdown, outdoor eating & entertaining is now firmly established as the summer’s leading at-home activity. 2021 sees Gastro Alfresco’s 21st anniversary with an enlarged campaign, but, following the ongoing effects of Covid, with a changed emphasis which includes both live RoadShows sampling & virtual streamed experiential with social-sampling plus major media, social, on-line and promotional activity & trade support.
Live RoadShows + Virtual Streamed Experiential & Full support!
12 days @ major Foodie Festivals, County Shows & mainline stations reach up to 300k and 20k individual sponsor samples
Live streamed interactive brand experiential reach 120k + up to 10k individual brand coupons through Grocery Gratis
Radio, print & on-line; 515 pieces – campaign editorial + branded competitions - coverage 101m
Campaign & branded social interactions, target 300k + campaign website, 110k usv’s
Celebrity Chef, Win Gastro Alfresco Dinner party plus downloadable sponsor branded coupons & sponsor branded PoS
Hi-impact branding & equal Share of Voice guaranteed for all sponsors
Full activation, no call on brand resources
Up to 8 Exclusive alfresco eating & entertaining brand categories
Overall campaign value approx; £2.61m
Cost of exclusive category sponsorship <1% of campaign value!
1. Live Free-from RoadShow sampling
2. Virtual live experiential & sampling
3. Media - Radio / Print / On-line
4. Social & Web
5. Promotional & Trade support
Bakery
Beer/Cider
Coffee
Condiments
Dairy & Cheese
Desserts & Ice Cream
Meat-free
Pizza
Protein
Salad & Accompaniments
Snacks
Savoury snacks
Soft drinks & Mixers
Spirits & Aperitifs
Vegetarian
Wine & much more…
Exclusive product categories, with everything being included; planning, full activation/sampling, staff, creative, media/social, promotional & full reporting etc. in the cost. No call on brands marketing resources. Only additional cost; product for sampling/prizes & any price promotion support.
Despite the Covid pandemic we will still live in an ‘Experience Economy’ and Grocery Gurus is a dedicated promotional marketing agency that creates, owns & activates ‘Together Is Better’ – multi award-winning, multi-brand, multi-channel shared grocery brand experiences.
Running throughout 2021, and although the format may have changed to reflect future Covid constraints our category or occasion based grocery experiences will bring together synergistic brands within an integrated live RoadShows, virtual experiential, & media/social promotional event, creating much greater engagement and brand cut-through at a very much more cost-effective rate than other grocery promotional activities!
5th Dinner To Dine For -
Big Night In
5th A Better Breakfast + National Deskfast Day – Breakfast
1st Free From Fortnight – Free-from
& Well-being
25th National BBQ Week(s) – BBQ
21st Gastro Alfresco – Alfresco eating & entertaining
1st Veggietopia + Flexitaria -
Vegetarian/Vegan & Flexitarian
5th It's Lunchtime – Lunch
3rd BeerathoN – Ales/Beers/Ciders
4th Get Wine Wise + 10th National Wine Week – Wine Education
2nd Mixorama – At-home cocktails
21st Gastro Alfresco – Enjoy life alfresco
June 21st – July 18th 2021
Gastro Alfresco has exclusive product categories, reserve yours now
please contact me with press info
Find about more about Gastro Alfresco and it aims & objectives
The originators and multi award-winning UK market-leaders in multi-brand, multi-channel promotional marketing! All our Together Is Better grocery category or occasion campaigns are exclusively operated by Grocery Gurus Ltd and are fully ™trademark protected under UK/EU Intellectual Property Law. Participation in or association with is solely by way of sponsorship and/or agreement with Grocery Gurus Ltd. Contact us: 86-90 Paul Street London EC2A 4NE – 0203 872 2523 – email
