Five amazing shows

The BBC Good Food Shows are the UK’s most established food and drink events with25 years heritage. Attracting over 220,000 food enthusiasts throughout the year, theBBC Good Food Shows feature celebrity chefs, demonstrations and the finest food anddrink producers and brands from around the UK and the world.

The BBC Good Food Shows attract over 220,000 food enthusiasts across the country.

Over 1,000 unique exhibitors and sponsors took part in 2016

We reach 10 million through our associated Marketing and PR campaigns

Over £27 million spent at the Shows in 2016

Culinary heroes such as Mary Berry, James Martin, John Torode, Tom Kerridge, MichelRoux Jr. and the Hairy Bikers all appear regularly across the portfolio of BBC GoodFood Shows.

The BBC Good Food Shows offer unique opportunities to engage with a large and highlytargeted audience of food lovers in memorable and unique environments.

Live events are proven to be the most impactful means of marketing for their ability totruly engage the five senses. Brands benefit from marketing that is twice as effective asTV ads and three times as effective as print media, and that leaves a 69% longer-lastingimpression*.

Working with us guarantees direct access to a growing and diversifying audience ofaffluent food lovers. Our visitor satisfaction and loyalty ratings are higher than theindustry average with word of mouth being our strongest driver, ensuring that wecontinue to deliver spectacular days out.

The BBC Good Food Shows have worked closely with a number of companies and brandsfrom varied brackets of industry. These have included Supermarkets, Technologymanufacturers, High Street retailers, Household brands, Finance companies, TouristBoards, Utility providers and many more. The Shows have helped them to achieve theirmarketing objectives through interactive experiential activations, and in addition to thisbrands are also supported by a fully integrated marketing campaign running across print,social and digital platforms.

*FaceTime Research: The Power of Live Events

The BBC Good Food Shows

NEC, Birmingham14 – 17 June 201899,000 visitors in 2017

SECC, Glasgow19 – 21 October 201817,000 visitors in 2017

NEC, Birmingham30 November – 3 December 201780,000 visitors expected in 2017

HIC, Harrogate11 – 13 May 201812,000 visitors in 2017

Belfast Waterfront10 – 12 November 201712,500 visitors expected in 2017

Our Portfolio

Spring / Summer Season Autumn / Winter Season

In depth Acorn analysis available

Our audience

Net promoter score of + 40

Average HouseholdIncome of£56,000

78% ABC1

£103 average spend per visitor

We closely analyse our visitor data to gain valuable insights into the demographics and groupsthat our shows attract. Affluent Professionals, Successful Families, Steady Families andComfortable Seniors make up the majority of our visitor demographics.

Topline visitor characteristics

Northern IrelandScotland Winter Harrogate Summer

Geographic booker data by show

Our Audience

The BBC Good Food Shows have a database of approximately 800,000 which has been data mined into key profile demographics for each show. Ourpre-show marketing campaign seeks to attract people from targeted personas. Our four key personas within our database are detailed below.

Affluent Professionals• 45-60 years• Senior managerial positions• £100-149k income• 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

Data provided by Legend Engage

Tribe 4:

London foodies

59.8% female Largest age group: 25-34 (42.5%)

London-centric food fanatics, work hard and indulge in eating out and dinner parties, follow food and travel bloggers for latest and best

Tribe 1:

Cooking shows and celebrity chef following

60% female Largest age group: 25-34 (41%)

Engaged with BBC programmes

Most likely to share tweets from BBC and charitable causes

Tribe 2:

Local independent food businesses

74% female Largest age group: 35-44 (35%)

Engaged with food brands, cooking products/ equipment, healthy living and other foodies

Tribe 3:

Chefs and hospitality workers

50.6% female Largest age group: 25-34 (41%)

Promote themselves and their food on twitter, follow chefs, food trends, criticsEngage in competitions, share sport related posts and recipes (curate and consumer content)

Our Social Media – Audience 185,000 active users

We have conducted analysis on our social media followers and highlighted 4 key‘tribes’ that we use as profiles for developing relevant content stories and offers on ourown social channels. We also use them for tailoring and targeting our paid ad activityon social media:

42,100Instagramfollowers

116,000 Twitter

followers

27,028Facebook followers

12.5m Monthly UUs - UK’s biggest food website

42m UK monthly page impressions

3mBBC Good Food TV

1.3mReaders

No.1Food & Women’s

lifestyle digital edition

UK’sno.1 selling food magazine

2mMobile appdownloads

220kVisitors at BBC Good

Food Shows

1.3m Social Media following

The BBC Good Food Brand

The Good Food reach incorporates print and digital as well as live events.

Well in advance of the on-site activation we support our sponsors with acomprehensive digital content campaign that elevates both brand andsponsored feature to our database of active foodies:

• 800,000-strong database

• 360° reach across our cross-platform channels and the wider Good Foodportfolio channels

• Print, Digital, Email and Social Media coverage reaching a total audience of2.4 million

• A collaborative approach to producing an expansive campaign, tailored tosatisfy your every commercial objective

A Fully Integrated Partnership

Big Kitchen feature page in Show Guide

Dedicated feature website on bbcgoodfood.com

Logo inclusion and editorial mention in BBC Good Food

Magazine pages

Branded posts on Social Media (Facebook, Twitter, Instagram)

Sponsorship Opportunities at

the Shows

Big Kitchen BBC Good Food Stage Winter/Summer Kitchen

BBC Good Food RestaurantProducers’ Kitchen Tasting Theatre VIP/Luxe Lounge

Skills School Masterclasses Shop & Drop Regional Demo Stage Book Signing & Interview Stage

Case Study: Lexus as the Headline Sponsor

Since 2014, Lexus has been the headline sponsor of the BBC Good Food Shows. Thisagreement has offered ample branding and experiential opportunities across the UK forthe car giant.

As the headline sponsor, Lexus is integrated into varied editorial features across theshows. From Discover & Learn stages, to sponsored VIP dinners, to sponsored show-specific competitions, Lexus is constantly at the forefront of show opportunities and itsbrand integrated into every marketing output.

MARKET SHAREThe BBC Good Food Show car parks are full of competitor vehicles to Lexus. With 75% ofvisitors exploring a Lexus close up, the company successfully positions itself in front ofmind, stealing back market share from the likes of BMW, Mercedes Benz, Audi.

NO PRESSURE ENVIRONMENTAs the one and only car manufacturer present, Lexus avoid any brand dilution orcompetition that they might find at a car show, for example. This dominance has resultedin test-drive booking figures so successful that they keep on coming back for more.

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 itsbrand messaging to the affluent professionals and successful families that it targets asprospective buyers.

Case Study: The Supertheatre sponsored by Aldi

In 2016, the main chef demonstration stage at The BBC Good Food ShowsScotland, Winter and London was sponsored by Aldi. Unquestionably thisagreement proved a massive success, presenting Aldi with an unrivalledplatform through which to promote their products and to realize theirmarketing objectives.

With a retail stand on the show floor and as the exclusive grocery supplier tothe Supertheatre (now rebranded as The Big Kitchen), Aldi sought to maximiseits exposure to visitors whilst showcasing its quality product in line withmarketing objectives. All of this was supported in the build-up to the shows by acomprehensive marketing campaign highlighting Aldi’s activities at the UK’slargest food show.

Take a closer look…

DRIVING POST-SHOW SALESBrand messaging delivered by the Big Kitchen host allowed Aldi to communicate directlywith an engaged and targeted audience who could then visit the stand to ask any specificquestions on what they had seen. This impactful face-to-face marketing successfully drewattention to Aldi’s selling points, leading to 78% of visitors claiming to be either ‘likely’ or‘very likely’ to shop with Aldi in the three months after the show.

FRONT OF MINDAldi had ambitions to sample its product in order to highlight its quality in front of itstarget audience. With 94% of visitors aware of Aldi’s headline sponsorship of the BigKitchen, the brand achieved front of mind through association with an entertaining andmemorable feature.

DIRECT PRODUCT PROMOTIONAldi sought to promote their line of wines to visitors, highlighting both diversity andquality. A 60-second promotion video presented by celebrity talent pairing Aldi wines withthe dishes made on stage provided the perfect platform for this. Played during eachtheatre session, this feature brought the wines to the attention of the audience andpositioned the wider Aldi brand as a more prestigious and alluring one.

Take a look…

Contacts

Emily ClokeCommercial Manageremily.cloke@riverstreetevents.co.uk

Rachael ClarkeSenior Sales & Sponsorship ManagerRachael.clarke@riverstreetevents.co.uk0203 405 4290