The agency said it is aiming to reach more than eight million consumers through media promotions and campaigns as part of the roadshow, as well as directly engaging with over 750,000 consumers.
This is the 17th year for the Gastro Alfresco integrated experiential campaign, which will run until the end of August, and will target Tesco and Sainsbury’s stores up and down the country.
Gastro Alfresco is partnering with a number of food and drink brands as part of the activity, including Boursin, Brancott Estate, Econa, New York Bakery Co., San Miguel Fresca, Shloer and Starbucks.
Brian George, founder of Gastro Alfresco, said: "Gastro Alfresco is back once again to push the boundaries of grocery promotion and to maximise opportunities.
"We’re delighted to welcome back so many brand partners and with an ever increasing demand for outdoor eating and entertaining in the UK, our unique multi-brand, multi-discipline activity based on exclusive product categories is set to engage in-depth with consumers, to create retail theatre and really push our sponsoring brands in a highly synergistic way."
As part of the roadshows, chefs will be creating a number of hot and cold dishes for consumers to sample, helping to promote the al fresco experience. Visitors will also have the chance to make use of in-store offers in supermarkets at each location.
Gastro Alfresco will be giving away goodie boxes containing products from its brand partners to consumers throughout the two-month event.
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