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The campaign, which is in its 18th year, has been serving samples from food and drink companies Boursin, Jacob’s Creek, Popchips, Sacla, San Miguel Fresca, Shloer and The Saucy Fish Co to shoppers in Sainsbury's superstores and Tesco Extra.

Alongside the planned consumer dates, the tour has also held events at four Tesco and Sainsbury’s headquarters for head office employees, encouraging them to try outdoor dining at home.

Ali Stevenson, Sainsbury’s sampling manager, said: "This roadshow displayed a great team performance in a key location to reach 2,000 valuable HQ employees and shoppers. It’s a well-executed example of great sampling."

Brian George, founder of Gastro Alfresco, added: "Gastro Alfresco is, once again, proving beyond any doubt the benefits of multi-brand, multi-discipline grocery promotional marketing. Our roadshows have delivered over a quarter of a million perfect serve samples, and we’re only half way through the summer campaign.

"With the World Cup and Wimbledon acting as social summer catalysts, the Gastro Alfresco roadshow has directly contributed to raising sales at the stores visited by an average of 35%, and has received praise and endorsement from store managers across the country."

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