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Helping consumers mix it up in the £550k at-home cocktails market! *

Aimed at £½ billion+ ‘at home’ cocktails market*, Mixorama will be mixing it up in the key festive season teaching consumers how to mix cocktails at home. So, what better time to introduce the UK’s first-ever grocery cocktail’s at-home promotion at the end of November 2021
Changing consumer attitudes, especially amongst Millennials and of course the major social & economic effects of the Covid pandemic have all drive the market and the move towards more home-centric lifestyles.

*Source The Grocer 2020

 December 1st – 12th 2021

1st Mixorama

Cocktails at-home

Following the ongoing success of Grocery Gurus other ‘Together Is Better’ multi award-winning, multi-brand, multi-discipline campaigns, the new Mixorama grocery promotion has been created to help consumers know & understand more about the wonderful world of cocktails; how to mix them and how to drink & enjoy them at-home.

The UK’s first campaign aimed at the dynamic at-home cocktails market!

An altogether better at-home cocktails experience…

Find out more & secure your brand’s participation here!

Helping brands & consumers
to mix-it-up at-home!

Whilst cocktails have traditionally been on-trade based, with mixology and theatre being key aspects, changes in attitudes and, as a result of Covid a major reduction in ‘going-out’, means that there’s never been a better time to jump on-board the ‘Cocktail Train’.

Mixorama will be broadly based on our existing multi award-winning, proven promotional format, but in line with the ongoing effects of the Covid pandemic, a changed emphasis; a multi-channel event covering virtual experiential cocktail mixing & tasting, plus social-sampling and major media, social, on-line and promotional activity & trade support. 

 

A new at-home cocktails category specific multi-brand, multi-channel campaign with 5 key activational areas

 

Campaign summary

Live experiential RoadShow sampling

Mixorama RoadShow - 9 days at mainline stations, and Foodie Festivals reaching 175k, & 15k individual brand samples per sponsor

Virtual experiential sampling

Live-streamed interactive brand experiential tasting covering 50k + Up to 10k brand coupons via Social-sampling

Media

Radio, print & on-line
435 pieces – campaign
& branded editorial
& competitions
- coverage 71m

Social & web

Campaign & branded Social interactions, target 190k + website 85k usv’s

Promotional &
Trade support

Celebrity spokesperson, Branded PoS & At-home Cocktail Party competition

Branding, SoV
& Activation

Hi-impact Branding &
equal Share of Voice
for all sponsors

Full activation, no call on brand resources

Cocktail categories

Up to 8 Exclusive spirits
& mixers categories

Value & Cost

Overall campaign value; approx. £1.42m

Cost of exclusive category sponsorship; <1% of campaign value!

5 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.

  • 1. Live experiential RoadShow sampling

    • 9 days heavily branded Mixorama RoadShows at a major Foodie Festival + London & Regional mainline stations with live cocktails tasting & mixing masterclasses with Mixologist
    • Overall reach 175k, direct engagement 145k
    • Up to 15k individual samples per sponsor, plus distributed coupons.
  • 2. Virtual live-streamed experiential & sampling

    • Live-streamed sponsor brand experiential events through ON24, featuring virtual gallery, with large interactive consumer cocktails mixing & tasting panel, moderated by leading Mixologist, inc Q&A and dedicated brand feedback/research options
    • Social-sampling via Grocery Gratis Mixorama programme – delivering 10k branded coupons
    • Overall reach 50k cocktail consumers and directly engaging with up to 35k
  • 3. Media - Radio / Print / On-line

    • Print/On-line; 90+ pieces campaign & sponsor editorial + 105+ sponsor branded competitions - overall coverage 50 million
    • Radio campaign editorial across 150 stations - average 11 million coverage
    • Radio/on-line sponsor branded competitions across 80-100 stations/sites coverage approx; 10m, average 200-250k entrants
  • 4. Social & web

    • Branded campaign social pages with sponsor posts - Facebook / Twitter / Instagram - target 190k interactions
    • Branded campaign website - www.mixorama.co.uk, inc. sponor pages - target 80k usv's
  • 5. Promotional & Trade support

    • Celebrity Mixologist as campaign spokesperson
    • Downloadable sponsor coupons
    • Sponsor branded PoS - direct & downloadable
    • Win an 'At-home Christmas Cocktails Party competition

Cocktail categories we’d love to fill…

With a target of an exclusive brand in each of the key Cocktails areas of Gin, Vodka, Scotch, Brandy, Rum, Whiskey and relevant Liqueurs, Aperitifs, plus mixers Mixorama will help educate consumers about Cocktails and encourage trial and ’at-home’ mixology.

Gin; straight or craft-flavoured / Vodka; straight or flavoured / Scotch / Brandy
/ Rum; white, spiced, dark / Whiskey & Bourbon / Liqueurs; Cream, Coffee, Fruit & Specialty / Wine / Aperitifs / Mixers & Cordials + Mocktails

All-inclusive campaign activational cost - we do it all!

Exclusive product categories, with everything being included in the cost; planning, full activation/sampling, staff, creative, media/social, promotional & full reporting etc. in the cost. There is no call on brands marketing resources. Only additional cost; product for sampling/prizes & any price promotional support.

Can your brand afford
not to be in the mix?

No one can beat Grocery Gurus highly cost-effective promotions, we’ve spent years perfecting the ‘Together is Better; Multi-brand – Multi-channel’ format; The cost of participation in the 1st Mixorama retail experiential and promotional campaign – way lower than any comparable form of dedicated brand promotional support!

Together Is Better in 2021/22

12 targeted campaigns covering most
major grocery occasions or categories

We 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 2021but with a changed format reflecting the ‘New Norm’ our category or occasion based grocery experiences bring together synergistic brands within an integrated experiential, & media/social promotional event, creating much greater shopper engagement and brand cut-through at a very much more cost-effective rate than other grocery experiential or promotional activities!

Our 2021-22 Together Is Bettercampaigns

Click on a panel to visit a campaign trade info site

Covid revised date
July 2nd - 11th

25th National BBQ Week –
BBQ & alfresco eating

Covid revised date
July 16th - 25th

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

Covid revised date
August 20th - 30th

21st Gastro Alfresco –
Alfresco eating & entertaining

Covid revised date
September 6th - 19th

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

Covid revised date
September 24th - October 3rd

5th It's Lunchtime –
Brunch & Lunch

November 15th - 28st

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 - 28th 2022

1st Come Diet With Us -
Dietary & Healthy living

Covid postponed to
February 7th - 20th 2002

5th Dinner To Dine For -
Big Night In & Meal-treats

Covid postponed to
March 2002 (exact dates to be confirmed)

5th A Better Breakfast + National Deskfast Day – Breakfast

Covid postponed to
April 2002 (exact dates to be confirmed)

1st Time 4 Teatime –
Teatime & Early evening meal

Altogether better experiences…

Fully sustainable campaigns

All of our campaigns are now fully sustainable with each campaign also contributing to & supporting environmental & social charities to help protect people and the planet

Join us on an at-home Cocktails promotional journey

1st Mixorama – Cocktails at-home

 December 1st – 12th 2021

Sponsorship

I’d like to find out more, please send the campaign deck & options
Mixorama has exclusive spirits & mixers categories, reserve yours now

Media

Please contact me with press info

Find about more about the 1st Mixorama and it aims & objectives
For Sponsorship or Media info contact:
  • Grocery Gurus Ltd / Mixorama
    86-90 Paul Street, Hoxton, London EC2A 4NE
  • 020 3872 2523
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