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Targeting the on-trend
£7.5+ billion at-home alfresco eating & entertaining market!

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

21st Gastro Alfresco

 August 20th – 30th 2021

An altogether better outdoor eating & entertaining experience

Enjoy life alfresco!

A unique at-home, outdoor eating & entertaining category specific multi-brand, multi-channel campaign with 5 key activational areas!

A changed format reflecting changed times

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!

Summary

Live RoadShow sampling

12 days @ major Foodie Festivals, & County Shows reach up to 220k and 20k individual sponsor samples

Virtual experiential + sampling

Live streamed interactive brand experiential reach 50k + up to 10k individual brand coupons through Grocery Gratis

Media

Radio, print & on-line; 515 pieces – campaign editorial + branded competitions - coverage 101m

Social & Web

Campaign & branded social interactions, target 300k + campaign website, 110k usv’s

Promotional &
Trade support

Celebrity Chef, Win Gastro Alfresco Dinner party plus downloadable sponsor branded coupons & sponsor branded PoS

Branding, SoV & Activation

Hi-impact branding & equal Share of Voice guaranteed for all sponsors

Full activation, no call on brand resources

Alfresco eating & entertaining categories

Up to 8 Exclusive alfresco eating & entertaining brand categories

Value & Cost

Overall campaign value approx; £1.75m

Cost of exclusive category sponsorship <1% of campaign value!

5 key activational areas

Covid Pandexit Planning

Following the notification that all limits on social-distancing will be removed from June 21st we've moved all of our Together Is Better campaigns back to start from July 2021. We also have contingency plans in place should there be any enforced changes.

Alfresco eating & entertaining product categories we’d love to fill in 2021...

Bakery
Beer/Cider
Coffee
Condiments
Dairy & Cheese
Desserts & Ice Cream
Meat-free
Pizza
Protein
Salad & Accompaniments
Snacks
Savoury snacks
Soft drinks &amp Mixers
Spirits & Aperitifs
Vegetarian
Wine & much more…

All-inclusive campaign activational cost

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.

Together Is Better in 2021/22

12 targeted campaigns covering most
major grocery occasions or categories

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, and Covid pandemic permitting from July 2021, but with a changed format reflecting the ‘New Norm’ 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!

Our 2021-22 Together Is Better campaigns

Click on a panel to visit a campaign trade info site

Covid revised date
July 2nd - 11th

25th National BBQ Week(s) –
BBQ & alfresco eating

Covid revised dates
July 16th - 25th

1st Veggietopia + Flexitaria -
Vegetarian/Vegan & Flexitarian

Group 119@2x

Covid revised date
August 20th - 30th

21st Gastro Alfresco –
Alfresco eating & entertaining

Covid revised date
September 6th - 19th

1st Free From Fortnight –
Free-from & Well-being

Covid revised date
September 24th - October 3rd

5th It's Lunchtime –
Brunch & Lunch

November 15th - 28th

4th Get Wine Wise + 10th National Wine Week – Wine Education

Covid revised date
December 1st - 12th

2nd Mixorama –
At-home cocktails

New campaign
January 10th - 23rd 2022

1st Come Diet With Us -
Dietary & Healthy eating

Covid revised date
February 7th - 20th 2022

5th Dinner To Dine For -
Big Night In & Meal-treat

Covid postponed to
March 2020 (exact dates to be advised)

5th A Better Breakfast + National Deskfast Day – Breakfast

New campaign
April 2020 (exact dates to be advised)

1st Time 4 Teatime –
Teatime & Early evening meal

Join us on a Gastro Alfresco promotional journey

21st Gastro Alfresco – Enjoy life alfresco

 August 20th – 30th 2021

Sponsorship

I’d like to find out more, please send the campaign deck & options

Gastro Alfresco has exclusive product categories, reserve yours now

Media

Please contact me with press info

Find about more about Gastro Alfresco and it aims & objectives

For Sponsorship or Media info contact:
Grocery Gurus logo
Grocery Gurus – Multi Award-winning, multi-brand, multi-channel Together Is BetterTM grocery campaigns

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