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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

 June-July 2022

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!

4 key activational areas

Alfresco eating & entertaining product categories we’d love to fill in 2022

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 2022

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 2022 Together Is Bettercampaigns

Click on a panel to visit a campaign trade info site

January 10th - 23rd 2022

1st Come Diet With Us -
Dietary & Healthy eating

May 2022 (exact dates to be advised)

3rd BeerathoN –
Ales/Beers/Ciders

February 7th - 20th 2022

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

May 30th - June 5th 2022

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

March 7th - 20th 2022

5th A Better Breakfast + National Deskfast Day – Breakfast

Group 119@2x

June/July 2022 (exact dates to be advised)

21st Gastro Alfresco –
Alfresco eating & entertaining

April 4th - 17th 2022

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

August 2022 (exact dates to be advised)

1st Veggietopia + Flexitaria -
Vegetarian/Vegan & Flexitarian

September 2022 (exact dates to be advised)

5th It's Lunchtime –
Brunch & Lunch

October 2022 (exact dates to be advised)

1st Time 4 Teatime –
Teatime & Early evening meal

November 2022 (exact dates to be advised)

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

Nov/Dec 2022 (exact dates to be advised)

2nd Mixorama –
At-home cocktails

Join us on a Gastro Alfresco promotional journey

21st Gastro Alfresco – Enjoy life alfresco

 June-July 2022

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