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Gastro Alfresco returns in June

Thursday May 28, 2015 at 6:58pm
Brand Belief’s Gastro Alfresco experiential roadshow campaign kicks off from June 5th to August 16th at large format Tesco & Sainsbury’s stores across the UK. The campaign is based around multi-brand sampling in major supermarkets, focusing on Mediterranean lifestyle products which consumers can enjoy at home. Major brand sponsors for 2015 include Activia, Birra Moretti, Boursin, Clover, Heinz, Mission Deli Wraps, popchips, Sabra and Shloer. Over half of these sponsors are returning for a third or fourth year. This year’s focus is Mission Millennial, targeting a sector that Brand Belief says has so far eluded the alfresco market, favouring staying indoors and snacking on ‘junk’ rather than outdoor activities of any nature. Last year, a study of 1,000 consumers revealed that as many as 47% of people aged 15 – 25 eat outside less than once a month during the summer. Of that 47%, 34% said they only eat outside if it’s a special occasion like a birthday. Brian George, Brand Belief’s Director, says, “This year, we want to take the UK from the PlayStation to the patio in the UK’s biggest push for summer dining brands. Last year, our RoadShow reached 610,000 consumers at point of purchase, buoyed by a high profile media campaign that reached 9 million ABC1 adults. With more stores and brilliant brand synergy, we’re looking forward to another exceptional year.”
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