Gastro Alfresco readies for 17th tour
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The 17th annual edition of multibrand roadshow, Gastro Alfresco, is about to get underway. Starting next week until the end of August, the sampling roadshow will once again be touring the UK with some great food and drink brands.
Organised by agency Brand Belief, the roadshow is aiming to reach over 8 million consumers via media promotions and campaigns, as well as directly engaging with over 750,000 customers.
This year’s campaign is once again being supported by major brands including Starbucks, an official cheese, Boursin, official wine, Brancott Estate, official condiment, Encona, official beer, San Miguel Fresca, official soft drink, Shloer, with bagels from New York Bakery Co rounding off the ‘official’ list as bakery partner.
The multi-brand, multi-discipline summer grocery campaign has been key in supporting the UK market for ‘at-home’ alfresco eating and entertaining as it has grown from £150 million in 1997, to over £7 billion last year. (Kantar Worldpanel 2012)
Brian George, founder of Gastro Alfresco says: “Gastro Alfresco is back once again to push the boundaries of grocery promotion and to maximize opportunities. We’re delighted to welcome back so many brand partners and with an ever increasing demand for outdoor eating and entertaining in the UK, our unique multi-brand, multi-discipline activity based on exclusive product categories is set to engage in-depth with consumers, to create retail theatre and really push our sponsoring brands in a highly synergistic way.”
