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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 last year’s 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 even more home-centric.

Almost full – just 2  exclusive sponsor categories remaining! Request  a full campaign deck here!

An altogether better BBQ & alfresco eating/
entertaining experience now extended for its BBQ Silver Anniversary…

25th National BBQ Week

July 2nd – 11th 2021

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

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 in 2021 and now includes Extra Days/Shows.

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. Covid Enforced date Change  In recognition of its Silver Anniversary of 25 years encouraging the UK to be Better BBQ’ers, National BBQ Week has been extended and as a result of the ongoing Covid pandemic, has following the lifting of all social-distancing limits by June 21st been moved back to early-July and will now include both live RoadShows at leading Foodie Festivals, as well as streamed virtual gallery-style interactive experiential via Grocery Gratis Social-samplingTM. 

Live RoadShows + Virtual Streamed Experiential & Full support + BBQ Baptas & BARBI for BRITAIN events!

Campaign Summary

Live RoadShow sampling

EXTRA DAYS/ SHOWS ADDED
11 days @ major Foodie Festivals; reach up to 200k & 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 91m

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 & BARBI for BRITAIN
charity event

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; £1.6m

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

Silver Anniversary 25th National BBQ Week with 5 key activational areas!

  • 1. Live Free-from RoadShow sampling

    • 11 days of heavily branded BBQ experiential RoadShows at 3 major Foodie Festivals across UK with focus BBQ grill-station & individual branded sponsor pods
    • Delivering up to 20k individual sponsor brand samples + coupons
    • Overall reach 200k - directly engaging with up to 170k

  • 2. Virtual live experiential & sampling

    • Live streamed sponsor brand experiential events, featuring Zoom-style virtual gallery with interactive consumer tasting panel for sponsor brands, moderated by GrillMaster inc. Q&A sessions and dedicated brand feedback/research options
    • Social-sampling via Grocery Gratis - delivering up to 10k sponsor brand samples/coupons
    • Overall reach up to 50k - directly engaging with up to 35k

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

    • Print & on-line; target 100+ pieces of campaign & sponsor editorial & 125+ sponsor branded competitions - overall coverage 70 million
    • Radio; campaign editorial target 150 stations - average 11+ million coverage
    • Radio/online; sponsor branded competitions target 80-100 stations/sites –coverage approx; 10m & 225k entrants

  • 4. Social & Web

    • Branded Social pages inc. sponsor posts - Twitter/Facebook/Instagram - target 280k interactions
    • Branded website - inc. individual sponsor pages - nationalbbqweek.co.uk – target 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 with big BBQ prizes
    • Plus BARBI for BRITAIN charity supporting event - May 31st

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 2021/22

12 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.

Following social-distancing limits being lifted from June 21st 2021, out Together Is Better will start running again from July 2021 with a slightly 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 2021-22 Together Is Better™ campaigns

Click on a panel to visit a campaign trade info site

Covid revised date
July 2nd - 11th

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

Covid revised date
July 16th - 25th

1st Veggietopia + Flexitaria -
Vegetarian/Vegan & Flexitarian

Covid revised date
August 20th - 30th

21st Gastro Alfresco –
Alfresco eating & entertaining

Covid revised date
September 6th - 19th

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

Covid revised date
September 24th - October 3rd

5th It's Lunchtime –
Brunch/Lunch

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

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

3rd BeerathoN –
Ales/Beers/Ciders

Join us in celebrating a quarter century of Better British BBQ'ing

 25th National BBQ Week – July 2nd – 11th 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