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Celebrating a
quarter century of Better British BBQ!

BBQ is a big & dynamic market currently worth around £2 billion, having grown from just 9 million BBQ occasions in 1997 worth around £150 million to around 137 million in 2019. Following the Covid lockdown prompted stay-at-home Easter where a record 11 million BBQ’s were held, all indications are that this major growth has continued throughout this summer and will increase again in 2021 as lifestyles continue to be more home-centric.

An altogether better BBQ & alfresco eating/
entertaining experience now extended to
two weeks for its 25th anniversary…

25th National BBQ Week(s)

May 30 – June 13, 2021

One of the UK’s leading & longest-running Awareness Weeks

FIND OUT MORE
A changed format reflecting changed times

To celebrate a quarter century of Better British BBQ’ing, National BBQ Week the original, award-winning & market-leading BBQ category specific multi-brand, multi-channel campaign with 5 key activational areas, has been extended to two weeks in 2020.

As a result of the Covid lockdown, BBQ and alfresco eating & entertaining has confirmed it’s position as the UK’s No.1 at-home, summer leisure activity with three out of four households now owning a BBQ grill and with some households having 3 or 4 Barbi’s a week during summer 2020.

Extended to two weeks, next year, in recognition of its Silver Anniversary and 25 years of encouraging the UK to be Better BBQ’ers, National BBQ Week will include both live RoadShows at leading festivals and county shows, as well as streamed virtual gallery-style interactive experiential via Grocery Gratis Social-samplingTM. The ever popular Britain’s Best BBQ’er cook-off competition will also be making a very welcome return!

Live RoadShows + Virtual Streamed Experiential & Full support + Britain’s Best BBQ’er competition!

Campaign Summary

Live RoadShow sampling

8 days @ major Foodie Festivals & leading County Shows; reach up to 230k & 20k individual sponsor samples

Virtual experiential + sampling

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

Media

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 GrillMaster + downloadable sponsor coupons, sponsor branded PoS, BBQ Baptas + Britain's Best BBQ'er

Branding, SoV & Activation

Hi-impact branding & equal Share of Voice guaranteed for all sponsors

Full activation, no call on brand resources

BBQ categories

Up to 8 Exclusive BBQ & alfresco eating/entertaining brand categories

Value & Cost

Overall campaign value approx; £2.37m

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

The best & biggest National BBQ Week & BBQ celebration ever
with 5 key activational areas

  • 1. Live Free-from RoadShow sampling

    • 8 days of heavily branded BBQ experiential RoadShows at major Foodie Festivals & leading County Shows across UK with focus BBQ grill-station & individual branded sponsor pods
    • Delivering up to 20k individual sponsor brand samples
    • Overall reach 230k - directly engaging with up to 180k

  • 2. Virtual live experiential & sampling

    • Live streamed sponsor brand experiential events, featuring virtual gallery with large interactive consumer tasting panel for sponsor brands, moderated by celebrity GrillMaster inc. Q&A sessions and dedicated brand feedback/research options
    • Social-sampling via Grocery Gratis programme - delivering up to 10k individual sponsor brand samples/coupons
    • Overall reach 120k - directly engaging with up to 85k

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

    • Print & on-line; 100+ pieces of campaign & sponsor editorial & 125+ sponsor branded competitions - overall coverage 70 million
    • Radio; campaign editorial across 150 stations - average 11+ million coverage
    • Radio/online; sponsor branded competitions across 80-100 stations/sites –coverage approx; 10m & 200-250k entrants

  • 4. Social & Web

    • Branded Social pages with sponsor posts - Facebook / Twitter / Instagram - 280k interactions
    • Branded website - inc. individual sponsor pages - nationalbbqweek.co.uk – 100k usv’s

  • 5. Promotional & Trade support

    • Celebrity GrillMaster as campaign spokesperson
    • Downloadable sponsor coupons
    • Sponsor branded PoS - direct & downloadable
    • Campaign Factfile mailings + trade media coverage
    • BBQ Baptas - Video upload competition
    • PLUS return of Britain's Best BBQ'er competion in second week!

BBQ food, drink & hardware categories we’d love to fill…

Bread & Morning goods
Cakes & treats
Cereals & Cereal bars
Condiments
Desserts & Ice Cream
Food-to-Go
Frozen Food
Milk & Yoghurt
Pizza & Pasta
Protein
Ready-meals
Rice & Noodles
Soft drinks
Savoury snacks
Snacks
Spreads
Tea & Coffee
Beer & much more…

Fully sustainable campaign
& fully inclusive cost!

Exclusive product categories, with everything being including; planning, full activation/sampling, staff, creative, media/social, promotional, trade support & full reporting etc. being included in the cost. No call on brand marketing resources, Grocery Gurus handles everything. Only additional cost, product for sampling/
prizes and any price promotional support by brands.

Together Is Better in 2021

10 targeted & fully sustainable campaigns covering most major grocery occasions or categories

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 with a changed format, reflecting the ‘New Norm’,  our  grocery experiences bring together synergistic brands in an integrated campaign combining both live RoadShows & virtual experiential activity, supported by significant media & social coverage, plus promotional & trade activity, which creates much greater shopper engagement and brand cut-through at a very much more cost-effective rate. 

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 in celebrating a quarter century of Better British BBQ'ing

25th National BBQ Week(s) – May 30th – June 13th 2021

Sponsorship

Find out more & request the
campaign deck & options here.

25th National BBQ Week has exclusive product categories, reserve yours now

Media

Request both campaign &
general BBQ information here.

The one-stop shop for everything you need to know about BBQ and gastro-grilling!

For Sponsorship or Media info contact:
  • Grocery Gurus Ltd / National BBQ Week -
    86-90 Paul Street, Hoxton, London EC2A 4NE
  • 020 3872 2523
Sponsorship: Sponsorship email
Media: Media info email
Website: www.grocerygurus.co.uk
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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