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Multi-brand ‘It’s Lunchtime’ campaign returns for second year

Tuesday September 8, 2015 at 7:46am
The ‘It’s Lunchtime’ multi-brand campaign, created by agency Brand Belief, returned for its second year at the end of August and will run throughout September, featuring two separate experiential roadshows visiting 30 Tesco and Sainsbury stores and three mainline London railway stations (Victoria, Waterloo and Paddington). Brands involved include Bahlsen, BOL Foods, FRijj, Heinz, Kingsmill, Lavazza, Leerdammer, The English Provender Co, and Wall’s. All will be providing free samples of selected products. Consumers will be invited to join a team of chefs and brand ambassadors on the roadshows where they will be treated to free samples and find out how to ‘do lunch’. Brian George, founder of Brand Belief, says: “The ‘It’s Lunchtime’ campaign is returning once more to show that lunching at home, in the office or on the go isn’t so tough.” Last year’s It’s Lunchtime roadshows engaged with 250,000 people, with many admitting they were unexcited by lunch and rarely have the opportunity to enjoy it. A survey of 750 consumers showed that as much as 66% of office workers eat packed lunches, of which 83% eat in the office. 69% of those questioned said they eat the same lunchtime meal over three times a week, validating the campaign’s mission to ‘liven up lunch’. The roadshows are being backed up online and across social media, with free recipes, lunching advice and opportunities to win ‘Lip Smacking Lunchboxes’ filled with products from this year’s sponsors. Brand Belief also runs the Gastro Alfresco, Dinner To Dine For and A Better Breakfast multi-brand campaigns.
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