The British weather certainly has a reputation for unpredictability, but one thing you can always count on is the unwavering resilience of the nation to embrace and make the most of those Summer months by embracing outdoor living, regardless of the forecast. In the midst of National BBQ Week (June 3rd – 9th), we’re diving into the world of Summer BBQ and alfresco culture – we’ll explore the hottest deals available in retail, and delve into how bad weather never puts a damper on the UK's love for Summer.
Four New Sponsors Join National BBQ Week & Gastro Alfresco Campaigns[1]
Four new sponsors have joined the National BBQ Week & Gastro Alfresco campaigns, organised by Grocery Gurus. Birds Eye Steamfresh, Jacob’s, Sarson’s Dip & Drizzle Sauces and Blackstone US-based BBQ griddle manufacturers join existing sponsors plant-based Birds Eye Green Cuisine and wine manufacturers La Vielle Ferme, who are both in their third year of sponsoring.
This year marks the 23rd Gastro Alfresco outdoor living campaign taking place across June and July which for the first time will also feature the 28th National BBQ Week on the 3rd – 9th July. Both campaigns aim to promote the benefits and joy of BBQ and outdoor dining with over 100,000 food and drink samples being distributed at three of the UK’s biggest outdoor shoes – Royal Bath & West Show, Lambeth Country Festival and The Great Yorkshire Show.
Founder of National BBQ Week & Gastro Alfresco, Grocery Guru’s director Brian George said, “National BBQ Week, now in its 28th year, is recognised as one of the UK’s top awareness weeks and continues to be popular with consumers and retailers. Over the course of those years, it has successfully changed the public perception of BBQs and played a role in it becoming a multi-million pound industry. This explains why key brands want to partner with us.”
Aldi Reduces BBQ Essentials By Up To 33%[2]
With the promise of Summer events on the horizon, Aldi have slashed the prices of popular BBQ staples including burgers and chicken sizzlers. Offers start from £1.99 and run across alfresco essentials, cementing their place as a one stop shop for those looking to cut costs at their Summer get togethers.
Boots Launches New Summer Campaign[3]
Boots have launched a new campaign celebrating the unpredictability of the Summer months, titled “Saving Summer”. The campaign recognises plans don’t always go as expected, but highlights the resilience of the nation being prepared to rise to any challenge and find the joy in everyday hiccups.
The ad follows the journey of an excited family as they prepare to undertake a new outdoor adventure of hiking a mountain. Showcasing the majestic British countryside, the problems begin as the daughter accidentally brings the Boots bags instead of the hiking boots bag – which fortunately gives the family everything they need for a perfect day out by the lake. The message that Boots want to show in the film, is that no matter what life throws at you, the retailer is there to help families make the best of any scenario, and sometimes find an even better one.
Pete Markey, chief marketing officer at Boots, said: “We know life has its unscripted moments that we can’t always prepare for, but this summer we are encouraging people to embrace the unpredictability of summer and savour those authentic moments which make a British summer so memorable. Whilst we can’t predict what adventures might unfold, we can help you prepare for any situation summer might throw at you with our extensive range of summer essentials, healthcare and beauty products.”
Sales Soar On Sainsbury’s BBQ Range Despite Poor Weather[4]
Despite the weather certainly not being the best throughout May and the double Bank Holidays, this didn’t seem to halt Britain’s love of a good barbecue. Sainsbury’s saw a spike in searches for traditional BBQ products including “Brisket” (up 47%), “Burgers” (Up 36%) and “Ribs” (Up 29%) compared to the same time in 2023. New research also revealed that over a fifth (22%) of Brits plan to celebrate the start of Summer by gathering family and friends for a barbecue event.
Graeme Hibbs, product developer for the barbecue range at Sainsbury’s, commented: “Barbecue season is finally here! As our research shows, the nation is looking for inspiration to kick off summer with a tasty barbecue bursting with flavour and excitement. In fact, over the May bank holiday, Sainsbury’s sold 749% more Melt in the Middle Burgers week on week, showcasing just how ‘grilliant-ly’ our new range has gone down.”
Come rain or shine, the spirit of Summer burns brightly in the hearts of Brits across the nation. The potential of bad weather is no match for the determination to embrace the signature joys of the season and the demand for Summer products remains steadfast. Retail deals on alfresco items remain irresistible, and draw the crowds outdoors even as the skies threaten to open up.
The truth is, throughout all seasons, consumers and businesses together have weathered storms, both literal and metaphorical, demonstrating an unwavering commitment to enjoying all that Britain has to offer. Here’s to the continued success of the retail industry, to the ingenuity of businesses large and small, and to the enduring spirit of the British consumer – navigating the unpredictable weather with a sense of adventure and willingness to adapt!
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