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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

  Sept 24th – Oct 3rd 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 now 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!

Campaign summary

Experiential RoadShow sampling

12 days of Experiential RoadShow sampling at 4 Foodie Festivals Reach 170k - 15k samples per sponor


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; £1.4m

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

4 key activational areas

Covid Pandexit Planning

Following the notification that all limits on social-distancing will be removed from June 21st we've moved all of our Together Is Better campaigns back to start from July 2021. We also have contingency plans in place should there be any enforced changes.

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 2021/22

12 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, and Covid pandemic permitting from July 2021 but with a changed format reflecting the ‘New Norm’, 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 2021-22 Together Is Better campaigns

Click on a panel to visit a campaign trade info site

Covid revised date
July 2nd - 18th

25th National BBQ Week(s) –
BBQ & alfresco eating

Covid revised date
August 20th - 30th

1st Veggietopia + Flexitaria -
Vegetarian/Vegan & Flexitarian

Covid revised date
September 6th - 19th

5th It's Lunchtime –
Brunch & Lunch

Covid revised date
September 24th - October 3rd

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

November 15th - 28th

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

Covid revised date
December 1st - 12th

2nd Mixorama –
At-home cocktails

New campaign
January 10th - 23rd 2022

1st Come Diet With Us –
Dietary & Healthy living

Covid postponed to
February 7th - 20th 2022

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

Covid postponed to
March 2022 (exact dates to be advised)

5th A Better Breakfast + National Deskfast Day – Breakfast

New campaign
April 2022 (exact dates to be advised)

1st Time 4 Teatime –
Teatime & Early evening meal

Revised date
June 2022(exact dates to be advised)

21st Gastro Alfresco –
Alfresco eating & entertaining

Join us on a Free-from promotional journey

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

 September 24th – October 3rd 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