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Targeting the on-trend £2 billion+ Free-from & Plant-based 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 

+ Veggietopia 

May 9th– 23rd 2022

An altogether better Free-from&plant-based experience!

A changed format, reflecting changed times!

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

The 1st Free-from Fortnight + Veggietopia celebrating the best in free-from and plant-based food & drink – That’s (got to be) Good For You!


With 1-in-4 consumers now regularly shopping Free-from and the market dynamically growing our Free-from Fortnight + Veggietopia  campaign will help stimulate further growth by encouraging consumers to go free-from or to try vegan, vegetarian or flexitarian lifetsyles 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 live RoadShows sampling with major media, social, on-line and promotional activity & trade support.

Live Experiential RoadShows + Full media/social support!

Campaign summary

Experiential RoadShow sampling

9 days of Experiential RoadShow sampling at
3 Foodie Festivals Reach 100k - 10k samples per sponor


Radio, print & on-line; 200+ pieces – campaign editorial + branded competitions - coverage 36m

Social & Web

Campaign & branded social interactions, target 200k + campaign website, 90k 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 + Vegetarian & Vegan brand categories

Value & Cost

Overall campaign value approx; £1.6m

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

4 key activational areas

The 1st celebration of Free-from + Plant-based food & drink

Free-from + Plant-based product categories we’d love to fill in 2022

Bread & Morning goods
Cakes & treats
Cereals & Cereal bars
Desserts & Ice Cream
Frozen Food/Meat-free
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 2022

Targeted campaigns covering most major grocery occasions or categories

Despite the Covid pandemic we still live in an ‘experience economy’ and Grocery Gurus is a dedicated promotional marketing agency that creates, owns & activates ‘Together Is Better’ – award-winning, multi-brand, multi-channel shared grocery brand experiences.

Our Together Is Better category or occasion based experiences bring together synergistic brands in an integrated campaign with live RoadShows, plus supporting media/social & promotional coverage, creating much greater engagement and brand cut-through at a very much more cost-effective rate than other grocery promotional activities!

April 18th - May 2nd 2022

5th A Better Breakfast + National Deskfast Day – Breakfast

August 29th - September 18th 2022

5th It's Lunchtime –
Brunch & Lunch

May 9th - 23rd 2022

1st Free From Fortnight –
Free-from & Plant-based

October 3rd - 23rd 2022

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

June 6th - 23rd 2022

26th National BBQ Week +
9th Britain's Best BBQ'er - BBQ

November 7th - 20th 2022

11th National Wine week + 5th Get Wine Wise – Wine Education

July 8th - 24th 2022

21st Gastro Alfresco –
Alfresco eating & entertaining

November 21st - December 4th 2022

2nd Mixorama –
At-home cocktails

Join us on a Free-from promotional journey

1st Free-from Fortnight + VeggietopiaThat’s Good For You

May 9th – 23rd 2022


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