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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

  May 3rd – 16th 2021

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 –

5 now confirmed – 3 left!

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, but now, following the ongoing effects of the Covid pandemic & lockdown moved to early May, a multi-channel event combining live Breakfast RoadShows at leading Foodie Festivals, virtual live-streamed experiential with social-sampling and major media, social, on-line, promotional activity & trade support. 

A Better Breakfast & National Deskfast Day –  Experiential RoadShows + Live-streamed virtual social-sampling & full support! 


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

Covid Pandexit Planning

Following the re-introduction of a Covid National Lockdown we've had to move all of our Together Is Better campaigns, including A Better Breakfast back to a time when best UK Gov. advice is that a Pandexit will have begun with a return to some sort of normality. Naturally this is dependent upon many factors, but we do have contingency plans in place should there be a delay.

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, and Covid pandemic permitting, from May 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 Together Is Better campaigns

Click on a panel to visit a campaign trade info site

May 3rd - 16th

5th A Better Breakfast + National Deskfast Day – Breakfast

May 31st - June 13th

25th National BBQ Week(s) – BBQ

June 21st - July 11th

21st Gastro Alfresco – Alfresco eating & entertaining

July 19th - August 1st

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

August 24th - September 5th

1st Veggietopia + Flexitaria -
Vegetarian/Vegan & Flexitarian

September 13th - 26th

5th It's Lunchtime – Lunch

October 4th - 17th

3rd BeerathoN – Ales/Beers/Ciders

October 25th - November 7th

5th Dinner To Dine For -
Big Night In

November 15th - 28th

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

December 6th - 19th

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!

May 3rd – 16th 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