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Breakfast has changed! 22 billion breakfast occasions & growing at +7.9%, worth £2.5 billion.

Breakfast is a huge market with 22 billion breakfast occasions each year and after years of decline, its started to grow again, with, as a result of the Covid lockdown, at-home breakfasts growing by +7.9% YoY* and currently representing 89% of all breakfast occasions. There has also been a resurgence in  the demand for traditional cooked breakfasts, as well as, paradoxically a major growth in healthy breakfasts.

Breakfast remains the largest meal occasion in the UK, accounting for 27% of all food & drink consumed at home, or carried out and is worth around £2.5 billion*.

*Source The Grocer Focus on Breakfast 8th August 2020/Kantar

4th A Better Breakfast + 

National Deskfast Day

March 7th – 20th 2022

A unique market-leading, multi award-winning Breakfast category specific multi-brand, multi-channel campaign with 5 key activational areas!

8 exclusive breakfast categories available 

An altogether better Breakfast experience

At-home, On-the-go, at the office!

A Breakfast BOGOF, two market-leading events for the price of one! 

A Better Breakfast is the market-leading, multi award-winning campaign, that now also includes the highly relevant National Deskfast Day offering brands the opportunity to get involved in two events for the price of one

Based on the existing and proven A Better Breakfast  promotional format and the availability of suitable venues, the 4th A Better Breakfast will return in March 2022 as a multi-channel event combining live Breakfast RoadShows, social-sampling and major media, social, on-line, promotional activity & trade support. 

A Better Breakfast & National Deskfast Day –  Experiential RoadShows + social-sampling & full media, social & promotional  support! 

Summary of activity that was planned for 2021

Experiential RoadShow sampling

9 days Breakfast Bar RoadShow sampling at 3 major Foodie Festivals Reach 110k with 15k individual sponsor samples

Virtual experiential + sampling

Live streamed interactive brand experiential, inc. National Deskfast Day + up to 10k individual brand coupons through Grocery Gratis


Radio, print & on-line; 465 pieces – campaign editorial + branded competitions - coverage 86m

Social & Web

Campaign & branded social interactions, target 240k + campaign website, 100k usv’s

Promotional &
Trade support

Celebrity spokesperson, downloadable sponsor branded coupons & sponsor branded PoS

Branding, SoV & Activation

Hi-impact branding & equal Share of Voice guaranteed for all sponsors

Full activation, no call on brand resources

Breakfast categories

Up to 8 Exclusive Breakfast brand categories

5 exclusive categories now confirmed!

Value & Cost

Breakfast BOGOF - 2 campaigns for the price of 1!
Overall campaign value approx; £1.63m

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

Breakfast BOGOF - 5 key activational areas

Breakfast product categories we’d love to fill in 2022

Bread & Morning goods
Breakfast & Cereal bars
Breakfast drinks
Butter & Spreads
Fruit juice
Plus On-the-go & much more…

All-inclusive campaign activational cost

Exclusive product categories, with everything being included; planning, full activation/sampling, staff, creative, media/social, promotional & full reporting etc. in the cost. No call on brands marketing resources. Only additional cost; product for sampling/prizes & any price promotion support.

Together Is Better in 2021 & 22

12 targeted campaigns covering most major grocery occasions or categories

Despite the Covid pandemic we will still live in an ‘Experience Economy’ and 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.

Running, and Covid pandemic permitting, from June 2021 but with a changed format reflecting the ‘New Norm’ our category or occasion based grocery experiences bring together synergistic brands within an integrated live RoadShows, virtual experiential, & media/social promotional event, creating much greater engagement and brand cut-through at a very much more cost-effective rate than other grocery promotional activities!

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 Eating

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)

4th A Better Breakfast + National Deskfast Day – Breakfast

New campaign
April 2022 (exact dates to be advised)

1st Time 4 Teatime –
Teatime & early Evening meal

Join us on a Breakfast promotional journey

4th A Better Breakfast & National Deskfast Day

 March 7th-20th 2022


I’d like to find out more, please send the campaign deck & options

A Better Breakfast & National Deskfast Day have exclusive product categories, reserve yours now


please contact me with press info

Find about more about A Better Breakfast & National Deskfast Day and their aims & objectives

For Sponsorship or Media info contact:
Grocery Gurus logo

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