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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
June-July 2022
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 reach up to 220k and 20k individual sponsor samples
Live streamed interactive brand experiential reach 50k + 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; £1.75m
Cost of exclusive category sponsorship <1% of campaign value!
1. Live Alfresco Eating & Entertaining RoadShow sampling
2. Media - Radio / Print / On-line
3. Social & Web
4. Promotional & Trade support
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, 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!
1st Come Diet With Us -
Dietary & Healthy eating
3rd BeerathoN –
Ales/Beers/Ciders
5th Dinner To Dine For -
Big Night In & Meal-treat
25th National BBQ Week(s) –
BBQ & alfresco eating
5th A Better Breakfast + National Deskfast Day – Breakfast
21st Gastro Alfresco –
Alfresco eating & entertaining
1st Free From Fortnight –
Free-from & Well-being
1st Veggietopia + Flexitaria -
Vegetarian/Vegan & Flexitarian
5th It's Lunchtime –
Brunch & Lunch
1st Time 4 Teatime –
Teatime & Early evening meal
4th Get Wine Wise + 10th National Wine Week – Wine Education
2nd Mixorama –
At-home cocktails
21st Gastro Alfresco – Enjoy life alfresco
June-July 2022
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
