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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 

April 4th – 17th 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 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; £1.3m

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 2021 & 2022

4 targeted campaigns in 2021 & 12 campaigns in 2022 covering mostmajor 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’ – multi award-winning, multi-brand, multi-channel shared grocery brand experiences.

Our Together Is Better category or occasion based grocery experiences will bring together synergistic brands within an integrated live RoadShows, 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 Bettercampaigns

Click on a panel to visit a campaign trade info site
our remaining 2021 campaigns

July 5th - 18th 2021

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

November 1st - 7th 2021

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

November 15th - 28th 2021

1st Mixorama –
At-home cocktails

2022 campaigns

January 10th - 23rd 2022

1st Come Diet With Us –
Dietary & Healthy living

February 7th - 20th 2022

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

March 7th - 20th 2022

5th A Better Breakfast + National Deskfast Day – Breakfast

April 4th - 17th 2022

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

May 2022 (exact dates to be advised)

3rd BeerathoN –

September 2022 (exact dates TBA)

5th It's Lunchtime –
Brunch & Lunch

May 30th - June 5th 2022

26th National BBQ Week –
BBQ & Alfresco eating

October 2022 (exact dates to be advised)

1st Time 4 Teatime –
Teatime & Early evening meal

June/July 2022 (exact dates TBA)

21st Gastro Alfresco –
Alfresco eating & entertaining

November 2022 (exact dates TBA)

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

August 2022 (exact date to be advised)

1st Veggietopia + Flexitaria -
Vegetarian/Vegan & Flexitarian

December 2022 (exact dates TBA)

2nd Mixorama –
At-home cocktails

Join us on a Free-from promotional journey

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

April 4th – 17th 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