16
SHOWS THAT DELIVER!
SHOWS THAT DELIVER!
“An excellent experience. Lots to do and see with 3 stages giving demonstrations and recipe ideas. The variety of products available was
exceptional.”
“So much to enjoy including cookery demonstrations, food and drink to sample, delicious food to buy.”
2019 Visitors
No.1FOOD MEDIA
BRAND
IN THE UK
2.2
OVER21MILLION
MONTHLY
UNIQUE VISITORS
ON BBCGOODFOOD
.COM (Nov19)*
million+fans on social
media
OVER 75MILLION
ON
BBCGOODFOOD.COM
(Nov19)*
PAGE VIEWS
No.1 food
magazinein the UK
Best Yorkshire
Puddings
IS THE MOST
POPULAR RECIPE ON
BBCGOODFOOD
.COM*
No.1 recipe
website
BBCGOODFOOD.COM
IS THE
in the UK
OVER 5MILLIONBBC GOOD FOOD
BOOKS HAVE
BEEN SOLD TO
DATELargest food &
drink show in
the UK
BBC GOOD FOOD
SHOW WINTER IS THE
1.3 millionmonthly readers
WITH A DOMINANT
MARKET SHARE OF
175KVISITORS
57%
&1KEXHIBITORS
BBC GOOD FOOD
SHOWS ATTRACT
OVER
100 MILLION
COPIES
OVER THE PAST 25
YEARS, UPWARDS
OF
OF BBC GOOD FOOD
MAGAZINE HAVE
BEEN SOLD
*Source: Permutive Nov19
1.9mHEALTHY
FOOD
PLANNERS
4.3xLIKELYTO LOVE EASY
SKILL LEVEL
RECIPES
1.8MILLION
Monthly GF super
users reach
Recent top 10
favourite recipes
Easy pancake
Brilliant banana loaf
Gingerbread men
Slow cooker beef stew
Cauliflower cheese
No-fuss shepherd’s pie
Dauphinoise potatoes
Classic Victoria sandwich
Sam’s toad-in-the-hole
Lemon drizzle cake
GEOGRAPHIC
BREAKDOWN
12%ABC1
The most popular UK regions
HERTFORDSHIR
ELONDON
HAMPSHIRE
KENT
SURREY
MANCHESTE
R
5.7xLIKELYTO BE BAKING
FANATICS
4.6xLIKELY
TO BE FREEZABLE
FOOD FANS
5.5xLIKELY
TO BE BIG BATCH
COOKS
5xLIKELY
TO BE LOW
CALORIE
DIETERS
3.6xLIKELY
TO BE
HEALTH
CONSCIOUS
FEMALES
4xLIKELY
TO BE
STUDENTS
1.1mRegular family meal
planners
1.1mKeen bakers
1.4mLow calorie
food fans
108kBig batch
cooks
AGES41% 18-34
30% 45-64
18% 35-44
11% 65+
62%Female
38%Male
Audience data: Permutive Nov 19, Audience Project Nov19
The BBC Good Food Shows attract
over
175,000food enthusiasts from across the
country each year
Over 900unique exhibitors and sponsors
took part in 2018
We reach
6 millionthrough our associated Marketing
and PR campaigns
Our visitors spent an impressive
£22 millionat the shows in 2018
86%ABC1
£131 Average spend at
Show
74% 26%female male
48Average age
18th June – 21st June 2020
101,000 visitors Combined visitors with BBC
Gardener’s World Live
74%ABC1
£121Average Spend at Show
80%female
20%male
51Average age
26th – 29th November 2020
75,000 visitors
The Big Kitchen
Our 2,500-capacity theatre hosting the likes of Michelin-masters Tom
Kerridge and Michel Roux Jr, queen of baking Mary Berry and family
favourites Nadiya Hussain and Ainsley Harriot
BBC Good Food Stage
Visitors can discover the secrets to culinary success in live interviews
and demos.
Winter & Summer Kitchen
Our Seasonal stages on the show floor with a line-up including Melissa
Hemsley and more!
Skills School
Visitors can learn new skills from experts and pick up seasonal tips in
food and drink masterclasses and tasting sessions.
VIP & VIP Luxe
Visitors can make their day out extra special with our VIP packages,
which include access to an exclusive lounge, a glass of fizz or
complementary bar, and access to the best seats in our theatres!
BBC Good Food’s Pop-up Restaurant
Offering a menu based on BBC Good Food recipes, the restaurant offers
visitors a chance to enjoy a sit-Down meal.
WHAT’S ON?
Our audience
Affluent Professionals
45-60 years
£100-149k income
Senior managerial positions
Sainsbury’s & Waitrose shoppers
Online shoppers
Social media activists
Successful Families
36-45 years
£70-100k income
Advancing careers
School-aged children
Sainsbury's & Waitrose shoppers
Online shoppers
Social media activists
Steady Families
36-45 years
£40-49k income
Majority in full-time work
School-aged children
First to have latest technology
Comfortable Seniors
60+ years
£100-149k income
Retired
Countryside dwellers
Ample leisure time
Like to be self-sufficient
Each year visitors attend the BBC
Good Food Shows to discover,
sample and purchase new food and
drink products. Our visitors spent
an impressive £22 million at the
Shows
Visitors spend 5-6 hours on average
at the events, which equates to
watching or listening to over 660
broadcast adverts!
Events leave a lasting impression!
69% of visitors surveyed two weeks
after attending live events said they
had already recommended or
would be recommending brands
they had seen at the event.
The BBC Good Food Shows offer
unique opportunities to engage with
a large and highly targeted audience
of food lovers in memorable and
unique environments
1 2 3 4
“If one person experiences
a live brand experiential
campaign, a little more
than 25 other people will
hear about it directly
through word -of-mouth”
WHY JOIN US?
WHO JOINED US IN 2019?
Since 2014, Lexus has been the Headline Sponsor of the BBC Good
Food Shows. This agreement has offered ample branding and
experiential opportunities across the UK for the car giant. As the headline
sponsor, Lexus is integrated in to varied editorial features across the
shows. This has included the Lexus Lunch club which was launched in
2018 and sponsored Supper Clubs across the UK. Lexus is constantly at
the forefront of show opportunities and its brand integrated into every
marketing output.
Aligned target audienceThe BBC Good Food Shows provide the perfect audiences that Lexus
seek to target. Sponsoring the shows provides Lexus with the perfect
opportunity to communicate its brand messaging to the affluent
professionals and successful families that it targets as
prospective buyers.
Market ShareThe BBC Good Food Show car parks are full of competitor vehicles to
Lexus. With 75% of visitors exploring a Lexus close up, the company
successfully positions itself in front of mind, stealing back market share
from the likes of BMW, Mercedes Benz and Audi.
No pressure environmentAs the one and only car manufacturer present, Lexus avoid any brand
dilution or competition that they might find at a car show, for example.
This dominance has resulted in strong test-drive booking figures onsite at
the events.
LEXUS
CASE STUDY
ObjectiveTo position Travelsphere as the go to holiday/destination brand
specialising in escorted holidays, through face-to-face interaction with
their target customer demographic. Align the brand with food and raise
awareness of their range holidays and destinations. Capture data in an
interactive setting.
What we didTravelsphere were the Headline Sponsor of the Big Kitchen for the BBC
Good Food Show Summer and BBC Good Food Show Winter from 2017
onwards. As the largest demonstration theatre at the show, the Big
Kitchen has an audience of 1,500 visitors in each session, featuring chefs
including Tom Kerridge, Michel Roux Jr, Nadiya Hussain and Mary Berry.
Two dedicated “Taste the World
with Travelsphere” sessions took place each day, with increased
Travelsphere brand messaging a focus on a specific destination
e.g. the Amalfi Coast. A physical stand presence at the show, was
primarily focused on data capture through a competition metric.
Results80% of visitors to the show have not previously been on an escorted
holiday. Following the show, 75% of visitors surveyed said they are now
more likely to book a future holiday with Travelsphere.
TRAVELSPHERE
CASE STUDY
ObjectiveTo raise awareness of the full range of Cole & Mason products, including
new herbs and spices, which included sampling and face to face
engagement from a bespoke Cole & Mason stand. Carried out market
research to understand consumer buying habits to influence range of
products through retail.
What we doCole & Mason were the Headline Sponsor of the Seasonal Kitchen at the
BBC Good Food Show Winter 2018, and the Summer Kitchen at the BBC
Good Food Show Summer 2019. There were two dedicated sessions a
day at each show on the stages led by Cole & Mason and a recipe page
was included in the Show Guide. Products were also used in every
cooking demonstration. This activity was supported by a physical stand
presence adjacent to the feature.
Results51,000 visitors saw Cole & Mason products demonstrated on the
Summer Kitchen, which in combination with the brand’s inclusion in the
pre show marketing campaign to drive at show engagement, led to
43,000 visits to their stand at each show. A quarter of people who visited
the stand made a purchase at the show, leading to over 10,000
transactions across the four days.
COLE & MASON
CASE STUDY
ObjectiveRaise awareness of the diverse range of Nakd’s products. To sample and
retail to visitors, raising awareness of new product ranges including ‘Posh
Bits’ through face to face engagement with visitors.
What we didNakd Wholefoods was the sponsor of the Healthy Kitchen at the BBC
Good Food Show Summer. Brand messaging was delivered before every
session and products given out to all visitors attending the sessions. This
activity was supported by a physical presence at the show, where visitors
could find out more about Nakd and their products. Visitors were also
able to sample and buy products at Nakd’s stand.
Results70% of visitors were unaware of the full range of Nakd products before
attending the show, with 55% never having tried a Nakd product before.
62% of visitors are now more likely to purchase Nakd products following
their attendance at the show.
NAKD WHOLEFOODS
CASE STUDY
