Launching on 12 September, the tour will see brand ambassadors visit more than 30 Tesco Extra and Sainsbury’s superstores across the UK, including Tunbridge Wells, Southend in Essex, Shrewsbury and Newbury. The five-week tour will run until 12 October.
The roadshow aims to promote the at-home dining market with a number of food and drinks brands. This year, sponsors include winemaker Brancott Estate, rice brand Gallo, coffee label Lavazza, chocolatier Lindt Excellence, cheesemaker Port Salut, The Saucy Fish Co, Tia Maria liqueur and condiment brand The English Provender Company.
Last year’s event series saw Brand Belief directly reach 300,000 consumers. The agency has said it expects to interact with more this year.
Simon Smith, sales and marketing director for Icelandic Group, which owns The Saucy Fish Co, said: "We’re delighted that The Saucy Fish Co. is returning to Dinner to Dine For for the second time and feel there’s a major seafood opportunity within the ‘at-home’ dining market which the campaign can once again help us to maximise in a highly engaging, impactful and cost-effective manner.
"We’re also big fans of Brand Belief’s multi-brand style which enables much greater consumer engagement and individual brand activation and look forward to another successful brand promotion for The Saucy Fish Co."
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