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Focussing on the dynamic £1.8 million Vegetarian & Vegan market with a Flexitarian dimension

The growth of vegetarian & vegan food & drink has been incredible as more and more consumers realise the benefits of following a partial of full meat-free, plant-based lifestyle, with 2% or around 1.3 million people following either a strictly vegetarian or vegan diet. The overall market for meat-free & plant based is now estimated to be worth around £1.8 billion and growing at +18.5% YoY.

By 2025 it is estimated that 1-in-4 of the population will be following a broadly meat-free or plant based diet.*.

*Source The Grocer Guide to Free-from & Plant-based – 27th March 2021

1st Veggietopia + Flexitaria

 August 20th – 30th 2021

An altogether better Vegetarian,
Vegan & Flexitarian experience!

A changed format, reflecting changed times!

A unique Vegetarian & Vegan based category specific multi-brand, multi-channel campaign with 4 key activational areas!

Veggietopia – the best of Vegetarian & Vegan foods with a Flexitarian dimension

Vegetarian & Vegan lifestyles are now very much on-trend and bolstered by a growing Flexitarian movement, with consumers wholly or partially embracing plant-based options. Veggietopia + Flexitopia is the UK’s first major grocery campaign aimed at this dynamic sector and will be broadly based on our existing multi award-winning, proven promotional format, but, 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.

Live RoadShows + Virtual Streamed Experiential & Full support!

Campaign summary

Live RoadShow experiential sampling

11 days @ major Foodie Festivals, Reach up to 150k & 15k individual sponsor samples


Radio, print & on-line; 485 pieces – campaign editorial + branded competitions - coverage 76m

Social & Web

Campaign & branded social interactions, target 220k + 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

Vegetarian & Vegan categories

Up to 8 Exclusive Vegetarian, Vegan & Flexitarian brand categories

Value & Cost

Overall campaign value approx; £1.3m

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

4 key activational areas

Covid Pandexit Planning

Following the notification that all limits on social-distancing will be removed from June 21st we've moved all of our Together Is Better campaigns back to start from July 2021. We also have contingency plans in place should there be any enforced changes.

Vegetarian & Vegan product categories we’d love to fill…

Dairy-alternative / Fruit / Meat-alternative / Plant-based foods / Pizza & Pasta / Protein & protein bars / Ready-meals / Savoury Snacks / Snacks / Soft drinks / Tea & Coffee / Vegetables / Yoghurt

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 July 2021 but with a changed format reflecting the ‘New Norm’ 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 2021-22 Together Is Better campaigns

Click on a panel to visit a campaign trade info site

Covid revised date
July 2nd - 18th

25th National BBQ Week(s) –
BBQ& alfresco eating

Covid revised date
August 20th - 30th

1st Veggietopia + Flexitaria -
Vegetarian/Vegan & Flexitarian

Covid revised date
September 6th - 19th

5th It's Lunchtime –
Brunch & Lunch

Covid revised date
September 24th - October 3rd

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

November 15th - 28th

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

Covid revised date
December 1st - 12th

1st Mixorama –
At-home cocktails

New campaign
January 10th - 23rd 2022

1st Mixorama –
At-home cocktails

Covid postponed to
February 7th - 20th 2022

5th Dinner To Dine For -
Big Night In

Covid postponed to
March 2022 (exact dates to be advised)

5th A Better Breakfast + National Deskfast Day – Breakfast

New campaign
April 2022 (exact dates to be advised)

1st Time 4 Teatime –
Teatime & Early evening meal

Revised date
June 2022 (exact date to be advised)

21st Gastro Alfresco –
Alfresco eating & entertaining

Join us on a Vegetarian, Vegan & Flexitarian promotional journey

1st Veggietopia + Flexitaria

 August 20th – 30th 2021


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

Veggietopia + Flexitaria has exclusive product categories, reserve yours now


Please contact me with press info

Find about more about Veggietopia + Flexitaria and it 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