Welcome to our

2022/23 campaigns area

Welcome to our 2022/23 campaigns area

A multi-brand, multi-channel grocery experiences programme of award-winning occasions or category based campaigns over the next 12 months.

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  “Thrilled” “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  “Super pleased” “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 “Awesome results” “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 awesome results & a sizzling partnership!”  Amar Singh – SBM

Bull’s-Eye “Really great” “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 “Delighted” “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

These highly positive comments and a massive RoI have got to be pretty good reasons to get involved in our 2022/23 Together Is Better campaigns!

 

 

Our 2022/23 Together Is Better programme

Click on a campaign panel below for full details or request a full campaign deck 

26th National BBQ Week 

Celebrating over a Quarter Century of Better British BBQ
July 4th –  10th 2022

More details

21st Gastro Alfresco  

Covid postponed from June 2021
July 18th – August 21st 
2022 

More details

1st Free-from Fortnight + Veggietopia

Covid postponed from May 2021
September 5th –  18th 2022

More details

4th A Better Breakfast + National Deskfast Day

Covid postponed from 2021

Sept 26th – Oct 16th 2022 

More details

11th National Wine Week + Get Wine Wise  

Nov. 7th – 13th (Date TBC) 2022 

More details

1st Mixorama

 Covid postponed from Nov 2021
Nov 21st – Dec 4th
2022 

More details

5th It’s Lunchtime

Covid postponed from Sept 2021
Date to be confirmed 
2022/23 

More details

5th Dinner To Dine For

Covid postponed from 2021
Date to be confirmed –
 2022/23

More details

26th National BBQ Week 
July 4th – 10th 2022

Celebrating over a quarter century of Better British BBQ'ing. 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 includes experiential BBQ RoadShows supported by major media, social, promotional & trade support coverage.


Campaign Summary
Experiential RoadShows 9 days reach; 100k + 10k perfect serve samples
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 £1.75 million
Exclusive category cost less than; ≤1% of campaign value

ADD-ON OPTION - Sponsorship of 21st Gastro Alfresco - July 18th - August 21st at major discount! 


    • Experiential RoadShows: 9 days at major Foodie Festivals & County Shows reaching 100k, directly engaging with 75k and 10k samples per sponsor
    • Media 1: Print/on-line 100 pieces editorial + 120 branded competitions; coverage 50m
    • Media 2: Radio: Editorial - 90 stations; 11m coverage + 50 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, plus 100k website usv's
    • Media, Social & Web: Overall value; £1.25 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 -
July 18th - August 21st 2022 

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; 145k
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 £2.1 million
Exclusive category cost less than; ≤1% of campaign value

OPTION TO ADD-ON sponsorship of 26th National BBQ Week - July 4th - 10th at combined major discount!

 

  • Experiential RoadShow; 12 days at major Foodie Festivals/County Shows, reaching 145k, directly engaging with 115k and 25k individual samples per sponsor
  • Media 1: Print/on-line245 editorial pieces; coverage 71m
  • Media 2: Radio – editorial - 80 stations; 11m coverage + 75 sponsor branded competitions; coverage 12m & 200k entrants
  • Social/web: Overall coverage across campaign Facebook / Twitter / Instagram branded pages, approx. 210k interactions + website 95k usv's
  • 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

Free from logo

1st Free-from Fortnight
+ Veggietopia - That's Good For You
Covid revised date September 5th - 18th 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 early September 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; 11 days, reach; 140k
Media & Social reach; 55+ million
Hi-impact branding + Equal Share of Voice for all sponsors
Full activation; no call brand marketing resources

Overall Campaign value; approx £1.8 million
Exclusive category cost less than;1% of campaign value


  • Live RoadShow sampling: 11 days at major Foodie Festivals across UK with heavily branded Free-from RoadShow, reach 140k, directly engaging with 110k and up to 20k individual samples per sponsor.
  • Media 1: Print/on-line 100 pieces editorial + 100 branded competitions; coverage 55m
  • Media 2: Radio: Editorial - 20 stations; 5m coverage + 20 sponsor branded competitions, approx. coverage 11 million
    & average 100k entrants
  • Social/web: Overall interactions across campaign Facebook / Twitter / Instagram branded pages approx. 200k + 90k website usv's
  • Media, Social & Web: Overall value; £1.3 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

 

a Better breakfast both

4th A Better Healthier Breakfast & National Deskfast Day

Revised date - September 16th - October 16th 2022 

Breakfast goes healthier!
A Better Breakfast is now A Better Healthier Breakfast and includes a
BOGOF - 2 campaigns for the price of 1! The award-winning, market-leading Breakfast campaign & National Deskfast Day!

A Better Breakfast has been one of our most successful multi-brand campaigns and has now, in order to maximise current trends and experiential sampling opportunities, moved to late September targeting the massive breakfast at-home, on-the-go or at-work market, but with a new healthier positioning becoming A Better Healthier Breakfast

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


Campaign Summary 
10 days experiential Breakfast RoadShow sampling at major Foodie Festivals, reach; 130k
National Deskfast Day - Wednesday October 5th 
Media & Social reach; 85+ million 

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

Overall Campaign value; approx £1.83 million
Fully inclusive, exclusive category cost less than; ≤1% of campaign value


  • Live experiential RoadShow:  10 days experiential sampling with A Better Breakfast Bar at major Foodie Festivals reaching around 110k and directly engaging with 80k + 12k individual brand samples per sponsor
    National Deskfast Day:
    Breakfast Bar sampling RoadShow at London and/or major regional mainline rail station reaching 
    around 50k 
  • Media 1: Print/on-line95+ editorial pieces plus 100+ branded competitions; coverage 65m
  • Media 2: Radio/on-line – editorial - 35 stations; 10m coverage and 40 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 & 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

National Wine Week logo tm

11th National Wine Week -
November 7th - 13th 2022
(Date TBC)

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

Its lunchtime 2

5th It’s Lunchtime
Covid revised date -
Exact 2022 date to be confirmed

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; 145k
Media & Social reach; 65 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 145k, directly engaging with 115k with 15k individual sponsor samples 
  • Media 1: Print/on-line115 editorial pieces + 110 branded competitions; coverage 45m
  • Media 2: Radio – editorial - 50 stations; 11m coverage + 60 sponsor branded competitions; coverage 10m & 280-200k entrants
  • Social/web: Overall coverage across campaign Facebook / Twitter / Instagram branded pages, including website, approx. 150k interactions
  • Media/Social/Web: Overall value; £1.5 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 -
Exact 2022 date to be advised

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