Gastro Alfresco gets set for its 18th tour

Brand Belief’s market-leading Gastro Alfresco multi-brand, multi-discipline campaign returns this summer to help the nation feel better on the inside, by introducing them to life outside. The Gastro Alfresco summer Roadshow will be touring the country visiting 80 Tesco and Sainsbury’s Extras and superstores.

Gastro Alfresco will be supported by a high profile media and social-media campaign.

Promotions and trade support, at both multiple HQ and store level, enables Gastro Alfresco to continue its crusade to promote the fun and chilled ambiance of ‘at-home’ alfresco eating and entertaining lifestyle.

After sharing such great mutual success last year, Gastro Alfresco is welcoming back many of the major brand sponsors who participated last summer.

This year’s Gastro Alfresco sponsors include;

• Boursin – Official Cheese,

• Jacob’s Creek – Official Wine,

• Sacla – Official Pesto People

• San Miguel Fresca – Official Beer

• Shloer – Official Soft Drink

• The Saucy Fish Co. – Official Seafood

Last year’s Gastro Alfresco Roadshow delivered nearly 1/2 million perfect-serve samples across the campaign which resulted in increased sponsor sales on the day of +305%, plus an average of +30% on-going.

The 17th Gastro Alfresco Campaign won a Silver Field Marketing & Brand Experience Award in 2013 and has also just been nominated for 2 Institute of Promotional Marketing Awards 2014.

The 18th Gastro Alfresco campaign will be utilising innovative technology this year. Online video streaming directly from the superstores will allow consumers and sponsors to forge a connection deeper than ever before.

Gastro Radio is another innovation. Consumers will be able to listen into the unique, purpose built playlist both at the Roadshow or beyond. The internet based radio stream will also include supplementary information on the sponsors.

Two experiential Roadshows hit the road on June 6th, taking 750,000 samples to 1.5 million potential consumers, and will continue to supply advice and samples to consumers until August 24th. Summer sporting events, such as the World Cup and Wimbledon, will also be incorporated into the campaign.

Simon Smith, sales and marketing director, Icelandic Group comments “We’re delighted that The Saucy Fish Co. is returning to Gastro Alfresco for the second time and feel there’s a major summer alfresco seafood opportunity which the campaign can once again help us to maximise in a highly engaging, impactful and cost-effective manner. We’re big fans of Gastro’s multi-brand style which enables much greater consumer engagement and individual brand activation and look forward to another successful brand promotion for The Saucy Fish Co.”

Brian George,MD, Brand Belief adds, “With this strong sponsor backing and a crew to match, the 18th year is going to be our best ever event”