Welcome to our

2022 campaigns area

Welcome to our 2021 campaigns area

A multi-brand, multi-channel grocery experiences programme of award-winning category or occasions based campaigns in 2022.

All of our Together Is Better campaigns are fully integrated  and include live, experiential sampling RoadShows, fully supported by major media & social coverage, plus promotional & trade support activities! 

And here’s what some current sponsors think about our latest campaign:

Beefsteak Club “We worked with National BBQ Week to ‘beef up’ Britain’s BBQs in 2021, raising awareness of Beefsteak Club as the ultimate barbecue wine. We were thrilled with the positive feedback from the roadshows, as well as the reach and RoI of the campaign.” Susannah Greenstreet – MM

Birds Eye Green Cuisine “We were keen to be the Official Plant-based sponsor of National BBQ Week in 2021 and were super pleased with the results sampling over 20k across our Birds Eye Green Cuisine Meatball, Sausage and Burger range and driving positive awareness for the brand!” Tory Westwood – SBM.

Budweiser “Working with National BBQ Week as the Official BBQ Beer really helped us get the message out there that nothing pairs better with BBQ than an ice-cold Bud. Cheers to a sizzling partnership!”  Amar Singh – SBM

Bull’s-Eye “Working with National BBQ Week as the BBQ Condiment sponsor was really great, it helped raise awareness and to get the Bull’s-Eye brand out there. All in all, a great participation that worked really well!” Laura Guenault – SBM

Sainsbury’s “Working with the team at National BBQ Week was a great opportunity to drive awareness of the new Sainsbury’s pork & hot dog products. There was strong brand presence and we were delighted with the results and positive feedback received, as well as strong media & social campaign presence”. Mike Woodford – CM/Cranswick

Not bad a! These positive comments and a massive RoI have got to be pretty good reasons to get involved in our 2022 Together Is Better campaigns!

 

 

Our 2022 Together Is Better programme

Click on a panel for full campaign details or request a full campaign deck for any of the below campaigns 

4th A Better Breakfast + National Deskfast Day

Covid postponed from April 2021

April 18th – May 2nd 20th 2022 

More details

1st Free-from Fortnight

Covid postponed from July 2021

May 9th -22nd 2022 

More details

26th National BBQ Week + 9th Britain’s Best BBQ’er

Celebrating over a Quarter Century of Better British BBQ
June 6th –  26th 2022

More details

21st Gastro Alfresco

Covid postponed from June 2021

July 8th – 24th 2022 

More details

5th It’s Lunchtime


August 29th – September 18th
2022 

More details

5th Dinner To Dine For

October 3rd – 23rd  2022

More details

11th National Wine Week + Get Wine Wise  

November 7th – 20th 2022 

More details

1st Mixorama

 November 21st – December 4th 2022 

More details

a Better breakfast both

4th A Better Breakfast & National Deskfast Day

Covid revised date - April 18th - May 2nd 2022 

A Breakfast BOGOF - 2 campaigns for the price of 1! The return of the award-winning, market-leading Breakfast campaign, now including National Deskfast Day!

A Better Breakfast has been one of our most successful multi-brand campaigns and was due to returns, after Easter, for a 4th time targeting the massive breakfast at-home, on-the-go or at-work market. However due the impact of the recent second National Lockdown and following UK Gov advice, A Better Breakfast & the ground-breaking National Deskfast Day event will now in April 2022.

Following Grocery Gurus multi award-winning proven promotional format, a multi-channel event will cover Live RoadShow visits to major Foodie Festivals and virtual experiential sampling, plus Media, Social, On-line and promotional & trade support.


Campaign Summary 
National Deskfast Day - April 27th
Experiential Breakfast RoadShow sampling at 3 major Foodie Festivals, reach; 110k 
Virtual live-streamed experiential & social-sampling,
reach; 100k

Media & Social reach; 81 million 

Hi-impact branding & equal Share of Voice for all sponsors
Full activation; no call on brand marketing resources

Overall Campaign value; approx £1.63 million
Exclusive category cost less than; ≤1% of campaign value


  • Live experiential RoadShow:  9 days experiential sampling with A Better Breakfast Bar at 3 major Foodie Festivals reaching around 110k and directly engaging with 80k + 15k individual brand samples per sponsor
    Virtual experiential:
    Breakfast/Deskfast live streamed gallery activity with Grocery Gratis social-sampling - engaging with around 115k 
  • Media 1: Print/on-line205 editorial pieces; coverage 60m
  • Media 2: Radio – editorial - 150 stations; 11m coverage + 80/100 sponsor branded competitions; coverage 10m & around 200/250k entrants
  • Social/web: Overall coverage across campaign Facebook / Twitter / Instagram branded pages, including website, approx. 340k interactions
  • Media/Social/Web: Overall value; £1.25 million
  • Focal-point: Dedicated breakfast/deskfast website as main campaign focus with Sponsor branded pages + Celebrity campaign spokesperson
  • Promotional & Trade support: Downloadable & direct sponsor branded PoS + Win a Best-ever Breakfast competition + National Deskfast Day & Trade PR
  • 8 exclusive categories Targeting ABC1 Millennials/Generation X + Baby Boomers

All-inclusive cost* all activation handled by Grocery Gurus, no call on brand resources *excluding cost of sampling product
Fully sustainable campaign pledge.

Breakfast categories we'd like to fill: Bread-bakery / Breakfast biscuits-bars / Breakfast drinks / Butter & Spreads / Cereals / Coffee / Condiments / Dairy-free / Eggs / Fruit juice / Honey -Jams-Marmalade / Milk / Protein / Tea & Yoghurt 

a Better breakfast both

Free from logo

1st Free-from Fortnight -
That's Good For You
Covid revised date - May 9th - 23rd 2022

Targeting the dynamic & on-trend £2 billion+ Free-from & plant-based market!

The growth of Free-from foods has been incredible as more and more consumers realise the benefits of following a Free-from or plant-based lifestyle. The UK's first-ever Free-from Fortnight debuts mid May 2022 to reflect changing consumer attitudes and lifestyles. Free From Fortnight + VeggietopiaThat’s Good For You, will be promoting well-being and a free-from lifestyle. * The Grocer - April 2021.

Following Grocery Gurus multi award-winning proven promotional format, a multi-channel event which will cover live experiential RoadShow sampling supported by major Media, Social, On-line and promotional & trade support activations.


Campaign Summary
Also including Veggietopia
Live RoadShow sampling; 12 days, reach; 200k
Media & Social reach; 86 million
Hi-impact branding + Equal Share of Voice for all sponsors
Full activation; no call brand marketing resources

Overall Campaign value; approx £1.45 million
Exclusive category cost less than;1% of campaign value


  • Live RoadShow sampling: 12 days at 4 major Foodie Festivals across UK with heavily branded Free-from RoadShow, reach 200k, directly engaging with 170k and up to 15k individual samples per sponsor.
  • Media 1: Print/on-line 225 pieces; coverage 65m
  • Media 2: Radio: Editorial - 150 stations; 11m coverage + 80/100 sponsor branded competitions, approx coverage 10 million
    & average 200/250k entrants
  • Social/web: Overall interactions across campaign Facebook / Twitter / Instagram branded pages approx. 320k
  • Media, Social & Web: Overall value; £1.2 million
  • Focal-point: Free-from Website as main campaign focus + Sponsor branded pages & Celebrity Nutrionalist as campaign spokesperson
  • Promotional & Trade support:Downloadable & direct sponsor branded PoS + Campaign Factfile mailings & Trade PR
  • 8 exclusive categories targeting ABC1 Millennials/Generation X + Z & Baby Boomers
  • All-inclusive cost* All activation handled by Grocery Gurus, no call on brand resources *excluding cost of sampling product

Fully sustainable campaign pledge.

 

Free-from categories we'd like to fill: Bread & Morning goods / Cakes & treats / Cereals & Cereal bars / Condiments / Desserts & Ice Cream / Food-to-Go /Frozen Food / Milk & Yoghurt / Pizza & Pasta / Protein / Ready-meals / Rice & Noodles / Soft drinks / Savoury snacks / Snacks / Spreads / Tea & Coffee / Beer & much more...

 

Free from logo

 

26th National BBQ Week + 9th Britain's Best BBQ'er 
June 6th – 26th 2022

A BBQ BOGOF, celebrating over a quarter century of Better British BBQ'ing, now including the search for Britain's Best BBQ'er - The UK’s biggest, market-leading BBQ event returns for a record-breaking 26th time!

Following the unbeatable incredible success of the 2021 25th National BBQ Week which not only created and helped grow the BBQ market, but is also the UK’s biggest, market-leading BBQ event, National BBQ Week returns for a 26th time to celebrate over a quarter century of Better British BBQ'ing and now includes the 9th Britain's Best BBQ'er, the annual search for the UK's best BBQ Chef, with live RoadShows and regional/national heats supported by major media, social, promotional & trade support coverage.


Campaign Summary
Experiential RoadShows 11 days with extra Days/Shows added reach; 200k
9th Britain's Best BBQ'er cook-off competition
Media & Social reach;
86 million

Hi-impact branding+ Equal Share of Voice for all sponsors
Full activation;
No call on brand marketing resources 

Overall Campaign value; approx £1.6 million
Exclusive category cost less than; ≤1% of campaign value


    • Experiential RoadShows: 11 days at 4 major Foodie Festivals & County Shows reaching 200k, directly engaging with 170k and 20k samples per sponsor
    • Media 1: Print/on-line 225 pieces; coverage 70m
    • Media 2: Radio: Editorial - 150 stations; 11m coverage + 80/100 sponsor branded competitions, approx coverage 10 million
      & average 200/250k entrants
    • Social/web: Overall interactions across campaign Facebook / Twitter / Instagram branded pages, plus the BBQ Baptas video upload competition, approx. 280k
    • Media, Social & Web: Overall value; £1.35 million
    • Focal-point: BBQ Website as main campaign focus + Sponsor branded pages & Celebrity Grill-master as campaign spokesperson
    • Promotional & Trade support: Sponsor branded PoS, BBQ Baptas video upload competition, Campaign FactFile mailings & Trade PR
    • 8 exclusive categories: targeting ABC1 Generation X/Millennials/Baby Boomers
  • All-inclusive cost* all activation handled by Grocery Gurus, no call on brand resources *excluding cost of sampling product
  • Fully sustainable campaign pledge.

  BBQ categories we'd like to fill:  Bakery / Beer / Coffee / Condiments / Dairy & Cheese / Desserts & Ice Cream / Pizza / Protein / Salad-accompaniments / Snacks - Savoury snacks / Soft drinks / Vegetarian / Wine   BBQ   Equipment & Fuel

National BBQ Week-logo-tm

Gastro Alfresco logo 3

21st Gastro Alfresco 
Covid revised date - June 2022 (exact date to be advised)

At-home alfresco eating comes of age with the UK’s multi award-winning, market-leading promotion!

Gastro Alfresco has not only won multiple marketing awards, it’s also the campaign that created multi-brand marketing in the UK! With outdoor eating & entertaining now firmly established as the summer’s leading at-home activity Gastro Alfresco is a must for brands targeting this dynamic market.

Following Grocery Gurus multi award-winning proven promotional format, a multi-channel event covering both experiential RoadShow sampling at Festivals & Stations, plus virtual live-streamed experiential sampling via Grocery Gratis, together with Media, Social, On-line and promotional & trade support.


Campaign Summary
Experiential RoadShows reach; 250k
Virtual Experiential & Sampling reach; 120k
Media & Social reach; 86 million
Hi-impact branding+ Equal Share of Voice for all sponsors
Full activation;
No call on brand marketing resources 

Overall Campaign value; approx £2.1 million
Exclusive category cost less than; ≤1% of campaign value


  • Experiential RoadShow; 14 days at major Foodie Festivals County Shows, reaching 250k, directly engaging with 200k and 20k individual samples per sponsor
  • Virtual experiential; Alfresco eating & entertaining live streamed gallery activity with Social-sampling through Grocery Gratis - reaching 120k and engaging with around 85k and distributing 10k individual sponsor coupons. 
  • Media 1: Print/on-line245 editorial pieces; coverage 75m
  • Media 2: Radio – editorial - 150 stations; 11m coverage + 100/120 sponsor branded competitions; coverage 14m & 250k entrants
  • Social/web: Overall coverage across campaign Facebook / Twitter / Instagram branded pages, including website, approx. 410k interactions
  • Media/Social/Web: Overall value; £1.65 million 
  • Focal-point: Dedicated alfresco eating & entertaining website as main campaign focus with Sponsor branded pages + Celebrity Chef campaign spokesperson
  • Promotional & Trade support: Downloadable & direct sponsor branded PoS + Win a 5* Gastro Alfresco Dinner party competition & Trade PR
  • 8 exclusive categories; Targeting ABC1 Millennials/Generation X/Baby Boomers
  • All-inclusive cost* all activation handled by Grocery Gurus, no call on brand resources *excluding cost of sampling product
  • Fully sustainable campaign pledge.

Alfresco eating & entertaining categories we'd like to fill:

Bakery / Beer / Coffee / Condiments / Dairy & Cheese / Desserts - Ice Cream / Pizza / Protein / Salad & Accompaniments / Snacks - Savoury snacks / Soft drinks - Mixers / Spirits - Aperitifs / Vegetarian / Wine

Gastro Alfresco logo 3

Its lunchtime 2

5th It’s Lunchtime
Covid revised date - August 29th - September 18th 2022

A major daily meal occasion and a major & dynamic market - It's Lunchtime returns for a 5th time!

Whether at-home, at-work, or out-to-lunch, lunchtime is one of the day's key meal occasions and the award-winning, market-leading It's Lunchtime returns for a 5th time to encourage consumers to 'scoff not skip' and enjoy a healthy snack or meal and an active lunch-break.

Following Grocery Gurus multi award-winning proven promotional format, a multi-channel event covering experiential sampling at Foodie Festivals, Stations and virtual experiential with Grocery Gratis social-sampling, plus Media, Social, On-line and promotional & trade support.


Campaign Summary
Experiential RoadShows reach; 175k
Media & Social reach; 61 million
Hi-impact branding+ Equal Share of Voice for all sponsors
Full activation;
No call on brand marketing resources 

Overall Campaign value; approx £1.5 million
Exclusive category cost less than; ≤1% of campaign value


  • Experiential RoadShow; 10 days at major Foodie Festivals County Shows, reaching 175k, directly engaging with 135k with 15k individual sponsor samples 
  • Media 1: Print/on-line145 editorial pieces; coverage 40m
  • Media 2: Radio – editorial - 110 stations; 11m coverage + 80/100 sponsor branded competitions; coverage 10m & 280-200k entrants
  • Social/web: Overall coverage across campaign Facebook / Twitter / Instagram branded pages, including website, approx. 270k interactions
  • Media/Social/Web: Overall value; £1.51 million 
  • Focal-point: Dedicated lunchtime website as main campaign focus with Sponsor branded pages + Celebrity campaign spokesperson
  • Promotional & Trade support: Downloadable & direct sponsor branded PoS + Lunchercise healthy lunchtime promotion & Trade PR
  • 8 exclusive categories; Targeting ABC1 Millennials/Generation X&Z/Baby Boomers
  • All-inclusive cost* all activation handled by Grocery Gurus, no call on brand resources *excluding cost of sampling product
  • Fully sustainable campaign pledge.

Lunchtime categories we'd like to fill: Bagged snacks / Bakery / Cakes & pastries / Cereal bars / Cheese / Coffee & Tea / Condiments / Fruit & Fruit juice / Salad & vegetables / Sandwiches / Savoury snacks / Smoothies / Sweet & Savoury biscuits / Soft drinks / Yoghurts & Desserts.

Its lunchtime 2

Dinner To Dine For logo

5th Dinner To Dine For
Covid revised date - October 3rd - 23rd 2022

The award-winning Big Night In & Meal-treat campaign returns for a record-breaking 5th time!

As consumer lifestyles continue to evolve and become more home-centric for many, the Big Night In and meal-treat market has grown significantly . Once typified by £10 meal for 2 deals, it's now become an increasingly more sophisticated and indulgent occasion targeted once again by the market-leading Dinner To Dine For campaign which returns in October 2022.

Following Grocery Gurus multi award-winning proven promotional format, a multi-channel event which includes Live experiential RoadShow sampling, plus Media, Social, On-line coverage and promotional & trade support.


Campaign Summary 
Live RoadShows overall reach 175k, direct engagement 140k
Virtual experiential & social-sampling
reach; 120k

Media & Social reach; 71 million 

Hi-impact branding & equal Share of Voice for all sponsors
Full activation; no call on brand marketing resources

Overall Campaign value; approx £1.65 million
Exclusive category cost less than ≤1% of campaign value


  • Live Big Night In RoadShow;  8 days of heavily branded RoadShows at major Food Festival and London & Regional mainline stations, Reaching  175k and  directly engaging with 140k plus 12k individual samples per sponsor
  • Virtual experiential; Big Night In live streamed gallery activity with Social-sampling - reaching around 120k and directly engaging with 90k with 15k individual samples per sponsor
  • Media 1: Print/on-line205 editorial pieces; coverage 50m
  • Media 2: Radio – editorial - 150 stations; 11m coverage + 80/100 sponsor branded competitions; coverage 10m & around 200/250k entrants
  • Social/web: Overall coverage across campaign Facebook / Twitter / Instagram branded pages, including website, approx. 255k interactions
  • Media/Social/Web: Overall value; £1.01 million
  • Focal-point: Dedicated Big Night In website as main campaign focus with Sponsor branded pages + Celebrity campaign spokesperson
  • Promotional & Trade support: Downloadable & direct sponsor branded PoS + Win a 5* Valentines Night party competition & Trade PR
  • 8 exclusive categories Targeting ABC1 Millennials/Baby Boomers/Generation X
  • All-inclusive cost* all activation handled by Grocery Gurus, no call on brand resources *excluding cost of sampling product
  • Fully sustainable campaign pledge.

 

Big Night In/Meal-treat categories we'd like to fill: Accompaniments /Bakery/ Beer / Cheese / Chocolate / Coffee / Condiments / Desserts & Ice cream / Pizza  / Protein / Ready-meals / Snacks Soft drinks / Starters & Soup / Spirits & Liqueurs / Vegetarian / Wine

Dinner To Dine For logo

National Wine Week logo tm

11th National Wine Week - November 7th -20th 2022 

Helping consumers become more wine wise!

The annual wine educational event National Wine Week returned for a tenth time in 2021, but due to continuing uncertainty in the wine and retail markets will continue as a generic, non-branded event.

However the event will return in November 2022, including the Get Wine Wise promotion as a brand sponsored event focussing on both exclusive countries/regions and varietals with the aim to not only help boost wine sales, but also to demystify and make wine fun by encouraging consumers to get to know and enjoy 'les plaisirs du vin'.

Based on Grocery Gurus multi award-winning proven promotional format, a multi-brand, multi-channel event featuring Virtual experiential wine tasting & Social-sampling through Grocery Gratis, all supported by Media, Social, On-line, promotional & trade support activations.


Campaign Summary 
Live RoadShow sampling reach; 75k
Media & Social reach; 61 million 

Hi-impact branding & equal Share of Voice for all sponsors
Full activation; no call on brand marketing resources

Overall Campaign value; approx £1.5 million
Exclusive category cost less than; ≤1% of campaign value


  • Live RoadShow tastings: 6 days heavily brand National Wine Week tasting RoadShows at major Foodie Festivals or London & Regional mainline stations. Reach 75k, Direct engagement 45k
  • Media 1: Print/on-line90 editorial pieces & 105 branded competitions; coverage 50m
  • Media 2: Radio – editorial - 50 stations; 6m coverage + 35-50 sponsor branded competitions inc. Win a Week’s Worth of Wine; coverage 5m & around 100/125k entrants
  • Social/web: Overall coverage across campaign Facebook / Twitter / Instagram branded pages, including website, approx. 170k interactions
  • Focal-point: Dedicated wine website as main campaign focus with Sponsor branded pages + Celebrity Wine expert as campaign spokesperson
  • Wine Wise Rated Wine category option
  • Promotional & Trade support: Downloadable & direct sponsor branded PoS + Campaign Factfile mailings & Trade PR
  • 8 exclusive categories Targeting ABC1 Millennials / Generation X & Z / Baby Boomers
  • All-inclusive cost: All activation handled by Grocery Gurus, no call on brand resources *excluding cost of any sampling or prize product

Fully sustainable campaign pledge.

 Wine categories we'd like to fill:  Country wines: Argentina / Australia / California / Chile / France / Germany / Italy / New Zealand / South Africa / Spain / Other European / Other US   -  Types:  Still / Sparkling / Fruit – Spirit Infused / Lo/no alcohol

National Wine Week logo tm

Mixorama

1st Mixorama
November 21st - December 4th 2022

Mixing-up the at-home cocktails market, just in time for Christmas!

Aimed at the £1/2 billion at-home' cocktails market, Mixorama will be mixing it up in the key pre-Christmas period, teaching consumers how to mix cocktails at home. So what better time to bring back the UK's leading experiential grocery cocktail promotion.

Based on Grocery Gurus multi award-winning proven promotional format, a multi-channel event covering, Live RoadShows plus virtual experiential with Grocery Gratis social-sampling, and Media, Social, On-line, Promotional & Trade support. 


Campaign Summary 
Live RoadShow sampling reach; 75k
Media & Social reach; 61 million 
Hi-impact branding & equal Share of Voice for all sponsors
Full activation; no call on brand marketing resources 

Overall Campaign value; approx £1.2 million
Exclusive category cost less than; ≤1% of campaign value


    • Live RoadShow sampling:  6 days heavily branded Mixorama RoadShows at major Foodie festival or London & Regional mainline stations with Mixologist. Reaching around 75k prime ABC1consumers and directly engaging 45k with up to 10k individual samples per sponsor
    • Media 1: Print/on-line105 editorial pieces & 105 branded competitions; coverage 50m
    • Media 2: Radio – editorial - 50 stations; 6m coverage + 35-50 sponsor branded competitions; coverage 5m & around 100/125k entrants
    • Social/web: Overall coverage across campaign Facebook / Twitter / Instagram branded pages, including website, approx. 170k interactions
    • Focal-point: Dedicated cocktails website as main campaign focus with Sponsor branded pages + Celebrity Mixologist as campaign spokesperson
    • Promotional & Trade support: Downloadable & direct sponsor branded PoS + Win 1 of 5 at-home Christmas Cocktail parties competition & Trade PR
    • 8 exclusive categories Targeting ABC1 Millennials / Generation X & Z / Baby Boomers
    • All-inclusive cost: All activation handled by Grocery Gurus, no call on brand resources *excluding cost of any sampling or prize product
  • Fully sustainable campaign pledge.

    Cocktail categories will fill fast, so book you exclusive slot now!

Cocktail categories we'd like to fill: Gin - Straight or Craft-Flavoured / Vodka - Straight or Flavoured / Scotch / Brandy / Rum - White, Spiced or Dark / Whiskey & Bourbon / Other spirits / Liqueurs - Cream, Fruit & Specialty / Sparkling wine / Mixers & Cordials + Mocktails

Mixorama