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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

April 12th – 25th 2021

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

A changed format reflecting changed times

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 a 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 A Better Breakfast  proven promotional format, but now, following the ongoing effects of the Covid pandemic, with a changed emphasis; a multi-channel event combining both live RoadShows sampling & virtual streamed experiential with social-sampling plus major media, social, on-line and promotional activity & trade support. 

A Better Breakfast + National Deskfast Day – Live RoadShows + Virtual Streamed Experiential & Full support! 


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

Free-from categories

Up to 8 Exclusive Breakfast brand categories

Value & Cost

Overall campaign value approx; £1.55m

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

5 key activational areas

Breakfast product categories we’d love to fill…

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

10 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 throughout 2021, and although the format may have changed to reflect future Covid constraints our category or occasion based grocery experiences will 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 campaigns

April 12th - 25th

5th A Better Breakfast + National Deskfast Day – Breakfast

May 3rd - 16th

1st Free From Fortnight – Free-from
& Well-being

May 31st - June 13th

25th National BBQ Week(s) – BBQ

June 21st - July 18th

21st Gastro Alfresco – Alfresco eating & entertaining

July 26th - August 8th

1st Veggietopia + Flexitaria -
Vegetarian/Vegan & Flexitarian

September 6th - 19th

5th It's Lunchtime – Lunch

Sept. 27th - Oct. 10th

3rd BeerathoN – Ales/Beers/Ciders

October 18th - 31st

5th Dinner To Dine For -
Big Night In

November 8th - 21st

4th Get Wine Wise + 10th National Wine Week – Wine Education

Nov. 29th - Dec. 12th

2nd Mixorama – At-home cocktails

Join us on a Breakfast promotional journey

4th A Better Breakfast & National Deskfast Day

Enjoy at-home, on-the-go, at-work!

April 12th – 25th 2021


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