The tour will visit 75 Sainsbury’s and Tesco’s over the next eight weeks, promoting outdoor eating and the delights of entertaining at-home.
It is expecting to reach more than 900,000 consumers, serving around half-a-million samples as well as handing out £35,000 of prizes and saving shoppers potentially over £100k with coupons from the campaigns sponsors.
Other brands taking part in the tour include Sacla, Percol and Whitworths Shots.
Gastro Alfresco has been key in growing the UK market for home based alfresco eating and entertaining from £150m in 1997 to over £7bn last year.
Brian George, founder of Gastro Alfresco, said: "People who live around the Mediterranean generally live longer and are healthier and a big part of that is the healthy outdoor lifestyle they enjoy and the fresh summer food they consume.
"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!"
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