Dinner to Dine For; Together is Better, the IPM Award-winning multi-brand experiential roadshow campaign organized by agency Brand Belief, has launched for the fourth year running.

The campaign, which features three separate travelling Big Night In roadshows, will run until the end of March 2017.

Originally launched in 2013, the Dinner to Dine For campaign will be visiting 40 Tesco large format stores as well as a Tesco HQ event at Welwyn Garden City and Waterloo and Victoria railway stations.

The activity is being supported with an integrated campaign that includes the experiential roadshow itself, with full Point of Sale support, in-depth engaged sampling and competitions offering hundreds of prizes, plus a PR drive on traditional and online media, a campaign website, social media promotion, a mobile coupon app and trade support at store and HQ level.

The roadshow encourages people to enjoy a Big Night In with luxury food and drink as a way to treat themselves in “busy and expensive times”, according to Brand Belief, which adds that the campaign will communicate with over 500,000 consumers through traditional and digital media and engage with 400,000 consumers via the roadshow.

Brands which are participating include Kumala Reserve Wines, Pilgrims Choice Cheese, L’OR Coffee and Bahlsen Choco Leibniz biscuits.

Brian George, Managing Director of Brand Belief, says: “Focused on Big Night In and ‘at home’ Meal-treats, we decided to move our award-winning Dinner to Dine For from October to February so as to follow-on from the Valentine’s Day celebrations.”

George adds that the move also recognizes that the weather in the UK in February and March tends to mean consumers are more receptive to staying in than going out.

Further information can be found on the campaign website, www.dinnertodinefor.co.uk, or by following the campaign’s social media feeds facebook.com/dinnertodinefor and @dinner2dinefor.

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The ‘It’s Lunchtime’ multi-brand experiential and promotional campaign kicked off for its third run at the end of September, this time with a social media campaign aimed at getting busy office workers who can’t get away from their desks to try out some desk-based exercises.

It’s Lunchtime includes major media, promotional and trade support activity centred around the It’s Lunchtime RoadShow which runs until mid October and which should reach an estimated half-a-million shoppers, highlighting the importance of a midday day meal to health, well-being, energy levels and concentration – as well as the fact that a balanced midday meal can boost the metabolism, which in turn can help with weight loss.

Brand Belief, the agency behind the campaign, has signed up leading brands including Cathedral City cheddar, Carte Noire coffee, snack brand Nākd, biscuit brand Bahlsen PiCK UP!, spread Clover and Kallo rice cakes.

Brand Belief will also be conducting a survey to find out exactly where Britons like or tend to eat lunch, #wheredoyoueatyours.

The RoadShow will be appearing at two London mainline stations, Victoria and Waterloo, as well as 30 key Tesco and Sainsbury large format stores over four weeks. In addition to lunch-related sampling sessions, money off coupons will also be distributed.

In addition, as the majority of working adults now eat lunch at their desk or workstation, the campaign will also be promoting simple #lunchercise exercises to keep the healthy message going. Exercises include The Desk Push Up, Chair Swivel, Printer Sprinter and The Lunchbreak Hammy.

The campaign aims to reach out to 12 million people through the media, targeting 150 titles, and via social media. There will be ‘Lip-smacking Lunchbox’ giveaways via the press and online plus advice, hints, tips and recipes across social media and on the website www.itslunchtime.co.uk.

Julien Lacrampe, Trade Marketing Manager at Bahlsen, comments: “Following last year’s success, we are delighted to be involved in the ‘It’s Lunchtime’ sampling initiative again. Last year alone, more than 79,000 incremental households bought PiCK UP! biscuits and through this sampling we will drive even more consumers to the brand.”

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Brand Belief’s latest Gastro Alfresco multi-brand roadshow has jumped on the Brexit bandwagon with a #Alfrexit campaign encouraging consumers to ‘Vote Alfrexit’ by getting outdoors to enjoy the British summer and entertain at home.

Running until late August and expected to reach over 900,000 consumers with over half a million people sampling alfresco food and drink, the country’s largest summer RoadShow tour will visit 75 Tesco and Sainsbury sites during the eight week campaign.

The Gastro Alfresco teams will also be handing out £35,000 of prizes and Money Off Next Purchase coupons worth more than £100,000 from the campaign’s brand partners. National, regional and online PR and social media channels will also promote the roadshow.

Sponsors for 2016 include: Blossom Hill wines, Davidstow cheese, Shloer, Sacla’ pestos, Percol coffee and Whitworths Shots fruit snacks.

Brian George, Managing Director of Brand Belief, says: “The Gastro Alfresco promotional roadshow has been designed to reach out to the British population at a time when we are very unsure about the future. Despite the Brexit vote, one thing at the moment we can take control of though is our lifestyle… Whilst we might not have as good weather all summer, we should grab what we can and still enjoy the Mediterranean lifestyle during the next few months. And of course, we all look better with a slight tan, and eating fresh, healthy summer foods packed of vitamins and nutrients is certainly good for us!”

A full list of Gastro Alfresco RoadShow dates and venues can be found at www.gastro-alfresco.com.

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Brand Belief’s ‘A Better Breakfast’ multi-brand campaign returns for a second year from next Saturday.

Brand Belief, which specialises in multi-brand, multi-discipline roadshows, is again trying to make breakfast fun for all and to encourage the Nation to get ‘Back to Breakfast’ this month.

The ‘A Better Breakfast!’ roadshow begins its one month tour on February 20, visiting top large format Tesco and Sainsbury’s stores across London, the South and the Midlands, plus two mainline London stations (Victoria and Waterloo).

With over 45% of British consumers regularly not tucking into breakfast every day*, a team of breakfast chefs and Brand Believers (Brand Belief’s brand ambassadors) will be on hand to advise and offer free samples to thousands of shoppers to get them to stop, take time and enjoy a good healthy or hearty breakfast.

This year’s campaign will also include National Deskfast Day.

The roadshows offer consumer engagement, sampling and more importantly, the opportunity for brands to educate people on how to make the first meal of the day fun, tasty and nutritionally beneficial.

To ensure that the activity gains maximum impact, it will be supported by a high strategic profile media and social media push.

Major brands supporting ‘A Better Breakfast’ include: belVita – Official Breakfast Biscuit, debbie&andrew’s – Official Sausage; Jordans – Official Cereal; Marmite – Official Spread; Meridian – Official Nut Butters; PG Tips – Official Tea; The Collective – Official Yoghurt; and Up&Go – Official Breakfast Drink.

Brand Belief’s Managing Director, Brian George, says: “Following last year’s highly successful inaugural event, we’re really delighted to be able to bring back A Better Breakfast this year but on an even bigger and better basis and with an increased, and in line with current trends, healthier direction. So it’s great to be able to welcome back both brands from last year as well as some exciting new and iconic sponsors. We look forward to once more engaging with consumers across London, South and Midlands and encouraging them to get back to breakfast.”

The second National Deskfast Day will launch at Waterloo station on March 22 encouraging busy commuters, work professionals, parents and everybody else to have a proper breakfast.

The campaign has its own website, www.abetterbreakfast.co.uk, and it will be further supported on Facebook, Twitter and Instagram.

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Brand Belief’s Dinner To Dine For multi-brand roadshow campaign returns for a third year in October.

Based on Brand Belief’s multi-award winning formula, the integrated Dinner To Dine For campaign features a month long experiential sampling tour which will reach over 500,000 people. Traditional and social media activity alongside promotional and trade support aims to encourage consumers to treat themselves and enjoy that special Big Night In.

From October 8th 2015, the Dinner To Dine For Roadshows and their Chefs and Brand Believers will visit 40 of the top ‘foodie’ Tesco Large Format and Sainsbury’s Superstores as well as making major appearances at London mainline stations Victoria and Waterloo.

Despite a growing economy, the ‘at-home’ meal treat/Big Night In market remains very much on trend , with ‘at-home entertaining’ reflecting the more prudent consumer lifestyles resulting from the recession. The area is now worth £1.1 billion with growth of +7% Year on Year.

Joining major brands such as Unilever’s Carte D’Or – Official Dessert, Accolade’s Echo Falls Fruit Fusion – Official Wine, Official Beers, Carlsberg’s San Miguel and Mahou and PepsiCo’s Walkers Market Deli as Official Snack, are Percol – Official Coffee, Port Salut – Official Cheese and The English Provender Company as Official Condiment.

Joanne Walsh, brand manager, The English Provender Co. says: “Dinner To Dine For is the ideal platform to showcase our bestselling chutneys. As consumer usage continues to increase, the campaign is a fantastic opportunity for The English Provender Co. to directly reach out and position The English Provender Co. as the perfect choice’’.

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