Greggs national university marketing campaign
Following a successful trial in 2014 that saw Greggs attend nine Freshers’ Fairs, BAM and Greggs worked together to plan and carry out a nationwide Freshers’ Campaign attending 46 Freshers’ Fairs in 2015.
As part of the partnership, BAM planned and delivered a nationwide Freshers’ Fair tour handling all of the campaign logistics including event booking, recruiting and training talented promotional staff, as well as transporting an interactive set and thousands of goodies to each fair.
Approach
At each Freshers’ Fair students participated in an interactive game, either “Spin to Win” or “Lucky Lights”, for a chance to win prizes including free food vouchers and branded products such as thermos mugs, USBs and frisbees.
Visitors to the stand also picked up goody bags filled with freebies including the Greggs “Fill Me For Free” bag that can be taken to their local store to retrieve a choice of freshly baked food.
Results
The results generated a significant impact on footfall and purchases by students within the key target locations, with 30,000 student deals bought since the campaign.
Key Figures from 2015
- 46 Freshers’ Fairs attended, reaching from Dundee to Southampton, Cardiff to London
- 100,000 goody bags distributed
- 18,000 prizes given away
- More than 24,000 emails collected
- 27 vans hired covering in excess of 3,500 Miles
- More than 1,000 promotional staffing hours
- 20,000+ products redeemed
- 30,000+ student deals purchased since the tour
BAM is now working closely with Greggs on plans to expand the campaign for 2016.
TESTIMONIAL
BAM HAS BEEN VERY HELPFUL, THEY KNOW THEIR STUFF, THEY KNOW HOW THIS MARKET OPERATES AND THEY KNOW HOW ALL OF THE UNIVERSITIES DIFFER. IT’S IMPORTANT TO GET PROFESSIONAL SUPPORT IN MARKETS LIKE THIS AND WORKING ALONGSIDE THEM HAS MADE THE CAMPAIGN MORE EFFECTIVE, SO IT’S WORKED REALLY WELL!”
ROGER WHITESIDE, CHIEF EXECUTIVE, GREGGS
“BAM HAS BEEN REALLY HELPFUL WITH THE LOGISTICS AND PUTTING THE PROMOTIONAL TEAMS TOGETHER AS WELL AS BOOKING THE STALLS AND MAKING SURE WE’RE IN THE BEST PLACE AT EACH FAIR, WHICH HAS BEEN REALLY KEY TO THE CAMPAIGN.”
DANIEL MACLUSKEY, STUDENT CAMPAIGN MANAGER, GREGGS