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Targeting the on-trend
£2 billion+ Free-from &
Well-being market!

The growth of Free-from food & drink has been incredible as more and more consumers realise the benefits of following a Free-from or plant-based lifestyle, with 97% of households now regularly buying food or drink marketed as being free-from.

The Free-from food & drink market is growing at a very significant +36% YoY and is now worth over £2 billion*.

*Source The Grocer Guide to Free-from & Plant-based – 18th April 2020

1st Free-from Fortnight

May 3rd – 16th 2021

An altogether better Free-from experience!

A changed format, reflecting changed times!

A unique Free-from category specific multi-brand, multi-channel campaign with 4 key activational areas!

Free-from Fortnight – That’s Good For You!

With 1-in-4 consumers now regularly shopping Free-from and the market dynamically growing our Free-from Fortnight campaign will help stimulate further growth by encouraging consumers to go free-from and will be broadly based on our existing multi award-winning, proven promotional format, but, following the ongoing effects of the Covid pandemic, with a changed emphasis; a multi-channel event combining 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!


Virtual experiential + sampling

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


Radio, print & on-line; 465 pieces – campaign editorial + branded competitions - coverage 86m

Social & Web

Campaign & branded social interactions, target 220k + campaign website, 100k usv’s

Promotional &
Trade support

Celebrity spokesperson, 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

Free-from categories

Up to 8 Exclusive Free-from brand categories

Value & Cost

Overall campaign value approx; £1.52m

Cost of exclusive category sponsorship <1% of campaign value! 3

4 key activational areas

Free-from product categories we’d love to fill…

Bread & Morning goods
Cakes & treats
Cereals & Cereal bars
Desserts & Ice Cream
Frozen Food
Milk & Yoghurt
Pizza & Pasta
Rice & Noodles
Soft drinks
Savoury snacks
Tea & Coffee
Beer & 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

10 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 throughout 2021, and although the format may have changed to reflect future Covid constraints 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 campaigns

April 12th - 25th

5th A Better Breakfast + National Deskfast Day – Breakfast

May 3rd - 16th

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

May 31st - June 13th

25th National BBQ Week(s) – BBQ

June 21st - July 18th

21st Gastro Alfresco – Alfresco eating & entertaining

July 26th - August 8th

1st Veggietopia + Flexitaria -
Vegetarian/Vegan & Flexitarian

September 6th - 19th

5th It's Lunchtime – Lunch

Sept. 27th - Oct. 10th

3rd BeerathoN – Ales/Beers/Ciders

October 18th - 31st

5th Dinner To Dine For -
Big Night In

November 8th - 21st

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

Nov. 29th - Dec. 12th

2nd Mixorama – At-home cocktails

Join us on a Free-from promotional journey

1st Free-from Fortnight – That’s Good For You

May 3rd – 16th 2021


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

Free-from Fortnight has exclusive product categories, reserve yours now


please contact me with press info

Find about more about Free-from Fortnight and it aims & objectives

For Sponsorship or Media info contact:
Grocery Gurus logo

Grocery Gurus – Multi Award-winning, multi-brand, multi-channel grocery campaigns

The originators and multi award-winning UK market-leaders in multi-brand, multi-channel promotional marketing! All our 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