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Targeting the on-trend £3.5 billion+ Free-from & Plant-based market!

1st Free-from Fortnight 

+ Veggietopia 

April 17th-30th 2023

An altogether better Free-from&Plant-based promotional experience!

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!

The growth of Free-from & plant-based has been incredible as more consumers realise the benefits of following a Free-from or plant-based lifestyle, with 97% of households now regularly buying! The market is growing at a very significant +36% YoY and was worth an estimated £3.5billion* in 2021, up from £518k in 2014 . So, our first Free-from Fortnight + Veggietopia promotion will further stimulate growth by encouraging consumers to go free-from, or to try vegan, vegetarian of flexitarian lifestyles and will be based on our existing & proven multi award-winning promotional format!

*Source The Grocer 15/12/21 + Grocer Guide to Free-from & Plant-based – April 2021

Live Experiential RoadShows + Full media/social support!

Campaign summary

Experiential RoadShow sampling

11 days of Experiential RoadShow sampling at
major Foodie Festivals Reach 140k - 20k samples per sponsor

Media

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; £1.8m

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

4 key activational areas

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

  • 1. Live RoadShow experiential sampling

    • 11 days of heavily branded Free-from RoadShows at major Foodie Festivals with Free-from cooking station & individual sponsor sampling pods.
    • Overall reach 140k+ - directly engaging with up to 110k
    • Delivering up to 20k+ individual sponsor samples
    • Plus Sponsor coupon/leaflets inclusion in 20k Free-from Freebie Bags

  • 2. Media - Radio / Print / On-line

    • Print & on-line; 100+ pieces of campaign & sponsor editorial & 100+ sponsor branded competitions - overall coverage 55 million
    • Radio; campaign editorial across 20 stations - average 5+ million coverage
    • Radio/online; sponsor branded competitions across 20 stations/sites –coverage approx; 6m & 100k+ entrants

  • 3. Social & Web

    • Branded Social pages with sponsor posts - Facebook / Twitter / Instagram - 200k+ interactions
    • Branded website - Tips/advice/product reviews/recipes plus individual sponsor pages - freefromfortnight.co.uk – 90k usv’s

  • 4. Promotional & Trade support

    • Celebrity Nutrionalist/Author as campaign spokesperson
    • Sponsor branded PoS - direct & downloadable
    • Campaign Factfile mailings + trade media coverage

Free-from + Plant-based product categories we’d love to fill in 2023

Bread & Morning goods
Cakes & treats
Cereals & Cereal bars
Condiments
Desserts & Ice Cream
Food-to-Go
Frozen Food/Meat-free
Milk & Yoghurt
Pizza & Pasta
Protein
Ready-meals
Rice & Noodles
Soft drinks
Savoury snacks
Snacks
Spreads
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.

Free-from Fortnight is a fully sustainable campaign

Join us on a Free-from promotional journey

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

April 17th – 30th 2023

Sponsorship

Free-from Fortnight has exclusive product categories, get more info below:

Sponsorship info email

Media

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

Media info email

Together Is Better in 2023

Targeted campaigns covering most major grocery occasions or categories

Click on a campaign panel below to visit the trade info site:

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!

February 13th - 26th 2023

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

June 12th - July 16th 2023

22nd Gastro Alfresco –
Alfresco eating & entertaining

March 13th - 26th 2023

4th A Better Breakfast + National Deskfast Day – Breakfast

September 11th - 24th 2023

5th It's Lunchtime –
Brunch & Lunch

April 17th - 30th 2023

1st Free From Fortnight + Veggietopia
Free-from & Plant-based

November 20th - 26th 2023

12th National Wine week + 6th Get Wine Wise – Wine Education

May 29th - June 4th 2023

27th National BBQ Week -
BBQ & Gastro-grilling

December 4th - 10th 2023

1st Mixorama –
At-home cocktails

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Grocery Gurus – Multi award-winning, multi-brand, multi-channel & fully sustainable grocery campaigns – www.grocerygurus.co.uk

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