Launching on 16 October the campaign includes an experiential roadshow, high profile media and social media activity, and retailer support all encouraging consumers to 'do lunch'.
The roadshow will be visiting Tesco and Sainsbury’s Extra superstores across the country, as well as London mainline train stations. Other brands taking part include Douwe Egberts, Leerdammer and Ocean Spray.
Brand Belief founder, Brian George, said: "We’re thrilled to launch our It’s Lunchtime campaign with the backing of some of the UK’s leading grocery brands. The lunchtime occasion is worth £9bn so this is a significant opportunity to reach millions of ‘on the go’ consumers across the country."
The launch follows immediately after the conclusion of Brand Belief's second Dinner To Dine For campaign.
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