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A masterclass in strategically targeting youth

this is PizzaExpress

PizzaExpress needed to boost its appeal among students and tap into a lucrative youth audience, so our journey began with in-depth brand insights and research.

We surveyed over 230,000 students across the UK, ran focus groups at key universities, and uncovered challenges including limited promotion platforms and misconceptions around price and accessibility. This data enabled us to shape a clear student marketing strategy, emphasising PizzaExpress’s new, more flexible discount and repositioning the brand to feel welcoming and relevant for students.

PizzaExpress Copy

From there, we devised a dynamic, youth marketing campaign that showcased our core services—Experiential Marketing, Event Staff, Digital Marketing, and Brand Insights & Research.

Whether it was organising on-campus Freshers Fairs or orchestrating accommodation block takeovers, we focused on authentic, memorable touchpoints. We leveraged freebies like dough balls and pizzas to spark immediate excitement, supported by targeted digital campaigns that amplified reach and drove home the brand’s student-centric message.

PizzaExpress Copy

To bring it all to life, our specialist event staff delivered hands-on experiential activations, engaging students face-to-face in a way that digital marketing alone can’t match

We created eye-catching branding, set up custom stands, and even employed branded trikes to hand out dough ball samples—ensuring PizzaExpress remained top-of-mind at every interaction. This combination of physical and digital tactics forged real connections and helped reshape perceptions around cost and exclusivity.

The results spoke for themselves: PizzaExpress not only captured the attention of thousands of students but also saw a remarkable lift in sales within a five-mile radius of campaign activity.

By integrating experiential marketing, event staff, digital marketing, and youth-focused brand insights, we successfully positioned PizzaExpress as a go-to dining destination for university students—laying the groundwork for long-term loyalty and repeat visits.

PizzaExpress Copy
PizzaExpress Copy
PizzaExpress Copy
PizzaExpress Copy
PizzaExpress Copy
Our Work template

tantalising tastebuds on the teppvanyaki tour

this is Wagamama


history

 

 

background

Wagamama have always recognised the value of the youth market, but for their latest campaign they wanted to really make an impact on this lucrative demographic. Their key objectives were to raise their brand equity and boost student custom in their restaurants.

Over recent years Wagamama has attended University Freshers Fairs in their quest to increase their student consumer base. Freshers Fairs are a fantastic opportunity for brands to engage with students on mass at a time when they are open to experiencing new brands. On the flip side Freshers Fairs can be costly and overcrowded. Wagamama decided that they wanted to conduct an onsite experiential campaign out of Freshers, still within the key 1st 100 days. This option would allow Wagamama to make a statement on campus and dominate the full attention of their target market.

Our Work template

approach

With this in mind, Wagamama approached BAM for our expertise in youth experiential marketing. We were asked to develop concepts for engaging sampling experiential activity that would captivate their target audience and create a truly memorable experience. As our research has shown, students love a freebie and more importantly that like to try before they buy, which is why sampling is the most effective way to encourage students to try something new and as a result increase their consumer base. 

BAM got to work to brainstorm potential experiential ideas. The ultimate aim was to drive students into the restaurants, so we decided that we needed to bring the Wagamama restaurant to them. A fully branded sampling vehicle was the perfect option. Equipped with a fully functional kitchen, Wagamama chefs would be able to whip up a storm, impressing students with their tasty cuisine. A branded vehicle certainly made a statement, but with the extra space available on campus outside of Freshers, we wanted to take full advantage and go bigger! We considered setting up various styles of seating and dining areas to accompany the vehicle, however with the knowledge that students like to “eat on the go” we opted for 3m tall feather flags and an oversized armchair for selfie loving students to enjoy.

Our Work template


execution

 

the tour

The ‘Teppvanyaki Tour’ was set and the team headed out across the UK to a total of 17 University campuses. Students flocked in and were invited to try Wagamama’s vegan yakisoba noodle dish. These hot fresh noodles were a crowd pleaser and ticked all the boxes for increasingly health conscious youth market.

Now that students had the taste for Wagamama’s, we needed to add the final piece of encouragement for them to visit their nearest restaurant. We recommended Wagamama to distribute a voucher along with the free noodles, which would offer students an enticing buy one get one free offer on main meals.

Our Work template


outcome

results

Students simply loved the Teppvanyaki tour, with Wagamama serving an average of 1500-2000 portions per location. The campaign was a complete success. Wagamama’s inhouse team are currently tracking the redeemable vouchers for quantifiable results on the success of the campaign, but it is safe to say that Wagamama left a lasting impression on thousands of young future life-long consumers across the UK. We look forward to seeing how the next campaign will shape up for Wagamama as they continue to make their mark in the student sphere.

winning the battle of the best freshers freebie

this is Wilko

 
history



 

 

background

Continuing to build their presence at Freshers Fairs up and down the country, Wilko returned to BAM for the 3rd year running for 2018, attending a total of 35 fairs, which is an increase of 8 locations compared with their 2017 Freshers tour.

After the enormous success of previous years, a similar approach was adopted, simply focusing on addressing and optimising the areas of improvement identified from 2017.

Wilkos


execution

 

learning from past successes

One of the major differences from 2017 was BAM’s ownership of the packing process. Coordinating a team of 30 to organise and pack the entirety of the stock saw BAM pre-pack over 54,000 Wilko goody bags over a duration of 4 days, a significant increase from the 25,000 packed the previous year.

Taking ownership of this logistical process allowed the onsite promotional staff at the fairs to be more proactive on the stand, speaking to more students and collecting more emails, resulting in an increase in engagement with the average data captured per event rising from 1446 in 2017 to 1522. BAM taking this hands on approach, combined with working smarter, certainly played a significant part for Wilko in widening their student reach for the year.

Wilkos

long live the wooden spoon

Digging deeper into the goody bags themselves, the wooden spoon still remains the firm student favourite!

Other items packed included an Original Source shower gel, A Three or Giffgaff Sim Card, Persil Powercap, Comfort Laundry Softener and a Sharpie pen. Some lucky students across the fairs also found a ‘Winning Ticket’ in their bag, entitling them to win the prize of either a Wilko bedding set or a gift card for a number of different retailers including: ASOS, Nandos and iTunes.

Wilkos

mixing it up

A smaller yet significant change implemented in 2018 was the decision to mix up the stand locations to include both inside and outside gazebo spaces across the UK.

The outdoor approach was a great addition to the campaign and Wilko were often the first and most prominent brand students saw on arrival, increasing brand impact. In addition to a greater brand presence, it was also clear to see an uplift in sign up rates across the locations where we moved from inside to outside.

Wilkos


outcome

results

During the campaign, a grand total of over 53,000 students signed up to the Wilko mailing database, enabling the brand to continue to engage with them on a year round basis through email sends focused on student and seasonal offers. With this activity contributing to Wilko’s wider marketing goals it allows BAM to continue to provide Wilko with year round communication, something that we love to help with!

BAM are looking forward to continuing to work with Wilko for their 2019 Freshers Campaign, in addition to growing their year round activity.

It is abundantly clear that this demographic’s appetite for Wilko grows year on year and together we can show that Wilko can be the stand out brand for students all over the country.

Wilkos
Wagamama

tantalising tastebuds on the teppvanyaki tour

this is Wagamama


history

 

 

background

Wagamama have always recognised the value of the youth market, but for their latest campaign they wanted to really make an impact on this lucrative demographic. Their key objectives were to raise their brand equity and boost student custom in their restaurants.

Over recent years Wagamama has attended University Freshers Fairs in their quest to increase their student consumer base. Freshers Fairs are a fantastic opportunity for brands to engage with students on mass at a time when they are open to experiencing new brands. On the flip side Freshers Fairs can be costly and overcrowded. Wagamama decided that they wanted to conduct an onsite experiential campaign out of Freshers, still within the key 1st 100 days. This option would allow Wagamama to make a statement on campus and dominate the full attention of their target market.

Wagamama

approach

With this in mind, Wagamama approached BAM for our expertise in youth experiential marketing. We were asked to develop concepts for engaging sampling experiential activity that would captivate their target audience and create a truly memorable experience. As our research has shown, students love a freebie and more importantly that like to try before they buy, which is why sampling is the most effective way to encourage students to try something new and as a result increase their consumer base. 

BAM got to work to brainstorm potential experiential ideas. The ultimate aim was to drive students into the restaurants, so we decided that we needed to bring the Wagamama restaurant to them. A fully branded sampling vehicle was the perfect option. Equipped with a fully functional kitchen, Wagamama chefs would be able to whip up a storm, impressing students with their tasty cuisine. A branded vehicle certainly made a statement, but with the extra space available on campus outside of Freshers, we wanted to take full advantage and go bigger! We considered setting up various styles of seating and dining areas to accompany the vehicle, however with the knowledge that students like to “eat on the go” we opted for 3m tall feather flags and an oversized armchair for selfie loving students to enjoy.

Wagamama


execution

 

the tour

The ‘Teppvanyaki Tour’ was set and the team headed out across the UK to a total of 17 University campuses. Students flocked in and were invited to try Wagamama’s vegan yakisoba noodle dish. These hot fresh noodles were a crowd pleaser and ticked all the boxes for increasingly health conscious youth market.

Now that students had the taste for Wagamama’s, we needed to add the final piece of encouragement for them to visit their nearest restaurant. We recommended Wagamama to distribute a voucher along with the free noodles, which would offer students an enticing buy one get one free offer on main meals.

Wagamama


outcome

results

Students simply loved the Teppvanyaki tour, with Wagamama serving an average of 1500-2000 portions per location. The campaign was a complete success. Wagamama’s inhouse team are currently tracking the redeemable vouchers for quantifiable results on the success of the campaign, but it is safe to say that Wagamama left a lasting impression on thousands of young future life-long consumers across the UK. We look forward to seeing how the next campaign will shape up for Wagamama as they continue to make their mark in the student sphere.

our maiden voyage in marketing to Kazakhstan youth

this is Burger King


history

history

In early 2016 Alassio Capital (Burger King) of Kazakhstan, commissioned BAM to provide our advice and expertise on a consultative basis and scope the student market in Kazakhstan to formulate an effective 12 month student marketing campaign.

Burger King


execution

understanding the market

Being predominantly UK based our initial objective was to scope and understand the student market in Kazakhstan. Our 20 years in the market gave use the foundations to conduct detailed research into Kazakhstan as a country and culture and its University sector.

We started our scoping at a broad country level, looked further at the University sector as a whole and then focused our attention on Universities that map to the locations that their 26 current Burger King Units were located in, discovering key facts and data and understanding the educational system.

With this knowledge under our belts our next exercise was to understand the Kazakhstan student. BAM pride ourselves on having an unparalleled understanding of UK students so using this as a basis we set out to delve into the psyche of a Kazakhstan student. Through quantitative student surveys and qualitative focus groups we gathered essential data on the behaviours and consumer habits of Alassio Capitals target audience.

Burger King

continued research

Having never ventured into the student market before Alassio Capital had no previous research into their brand position in the market or competitor analysis. BAM developed a series of research surveys to understand their current positioning and understand the perceptions students have of this fast food giant. One survey researched into “Food To Go” which enabled us to discover students thoughts, feelings and behaviour towards fast food. The findings would outline the areas that required improvement and reveal students motivators to buy, helping Burger King tap into this niche untouched market, setting a benchmark to track future success.

BAM segmented the data we collated, analysing patterns, identifying correlations and spotting trends to paint a picture of this market for our client.

Burger King


outcome

results

We cross referenced our findings with what we already know about students from our vast experience, combining it with our expertise in effective marketing techniques to create a bespoke marketing campaign that Alassio Capital could deliver in house. We identified key opportunities and formulated a strategy for Alassio Capital that would enable them to engage and capture students, forming a unique bond between brand and student.

Burger King

the future

Over the last 24 months we sole marketing consultants for Alassio Capital. It has been amazing to be a part of some groundbreaking marketing initiatives in Kazakhstan, including the launch of the first ever Brand Ambassador campaign in the country, helping them to achieve their objectives that derived from our comprehensive market research.

making connections for sweet success

this is National Express


history

history

Coming to BAM seeking our connections in the student market to identify and secure the best university locations across the UK, National Express have become another great example of how utilising a selection of BAM’s services to complete elements of a wider campaign can help deliver fantastic results.

National Express

execution


execution

The offering

Bringing candy floss machines on campus and delivering this sweet treat directly into the hands of students, the National Express Campaign encouraged students to visit the stand to receive this free pick me up in return for an email address, while also informing them on the brands latest travel offers.

National Express believe in simple savings for young people, offering those aged between 16-26 as well as full-time students tailored offers including ⅓ off all Standard and Fully Flexible fares, something students were keen to take advantage of after finding out about these deals!

National Express

the plan

To spread the word of their enticing offers National Express attended 5 campus locations across the UK from Brighton to Leeds with 7 months of activity from November to May.

BAM were charged with sourcing, booking and coordinating all experiential spaces across the nationwide campaign, along with managing all campaign staff and logistics, ensuring the campaign ran smoothly from location to location.

BAM were also responsible for successfully securing media packages for National Express at:

  • Brighton
  • Liverpool Guild
  • Liverpool John Moores
  • Leeds Beckett
  • and Oxford Brookes

on a wide range of media, from Refreshers Fairs to digital screens to social media and beyond.

National Express

outcome


outcome

With an average of over 300+ sign ups per day of activity, this National Express campaign saw impressive traction and has become a great example of how a well orchestrated campaign can make a big impression on campus and more importantly leave a positive lasting impression with students.

At BAM we love working with and supporting iconic brands who also understand the true value of this exciting market and we look forward to continuing to work with National Express in the near future.

National Express
PizzaExpress

a journey into the student market

this is PizzaExpress


market research

 

 

background

In a competitive market, it is imperative for brands who are looking to target youth for the first time, to take the time to truly understand their audience, to ensure their offering is right for the market and to understand their own brand positioning before any planning or promotion takes place. 

Our relationship with PizzaExpress started in early 2018 where we were charged to execute student market research and provide marketing recommendations. Their primary objective was to hit their overriding objective of ‘Driving awareness of PizzaExpress amongst students to increase frequency of visit’’.

PizzaExpress knew that their student discount offering (40% off Mon-Tues) was strong but they wanted to understand exactly what students want from them as a brand and how to improve their current position in the market.

PizzaExpress

market research

Prior to conducting our research we identified obstacles to the PizzaExpress brand which were:  

  • Pizza exclusivities are rife within the student market, PizzaExpress are excluded from promoting through a large proportion of University campuses and Students’ Unions.
  • PizzaExpress worked exclusively with NUS to promote their student offering which limited their reach

With the above in mind, we set about conducting quantitive and qualitive research through 10 key locations across the UK, identified by PizzaExpress. The quantitative research would allow us to transform the numerical data into usable statistics to quantify attitudes, opinions, behaviours and other defined variables. The qualitative research would allow us to gain an understanding of underlying reasons, opinions and motivations. By cross analysing the survey results with the focus group feedback we would be able to uncover trends and form a deeper understanding of students.

A survey was created for students in order to understand their habits and behaviours in terms of casual dining and to also understand their perception and relationship with PizzaExpress. The survey was sent out to over 230,000 students through protected and certified student only databases across the UK. Our qualitative research took the shape of intimate focus groups on campus at each of the key locations.

PizzaExpress knew that their student discount offering (40% off Mon-Tues) was strong but they wanted to understand exactly what students want from them as a brand and how to improve their current position in the market.

PizzaExpress

key insights

The results of the research were analysed and cross referenced with our knowledge and experience to form the following key insights that would shape our marketing recommendations for PizzaExpress:

  • The current promotion through NUS Extra alone was simple not working
  • There is a major block in the form of Pizza Exclusivities which are dominating the market
  • Restaurants that are in close proximity to student hubs will benefit the most from promotional activity
  • Students are completely unaware of the current student offering and what it entails
  • Students generally perceive PizzaExpress as “Upmarket” and “Expensive”
  • PizzaExpress is simply not in the forefront of students minds when they are considering where to dine out
PizzaExpress

recommendations

From our research and expertise we were able to devise a strategic marketing plan for PizzaExpress that recommend focus on the following areas:

Update creative content
All creative and advertising must trigger students motivators to buy including hunger/cravings. Self reward and socialising activity. The tone and message must reflect the product or brand being represented, yet be in touch with the student psyche. The colour and imagery should be bold and eye catching. Yellow was suggested to complement the black and white of the PizzaExpress logo which made for a striking combination.

Improve the student offering
Whilst 40% off food and drink for up to 10 people on Monday’s and Tuesday’s was one of, if not the best student discount in the casual dining sphere, the limitations of the offer made it inaccessible to a high proportion of the student population. The current platform only accessed 20% of the student population resulting in 80% of the student populous unable to claim the discount. Promotion of the offer on the digital platform was also weak yielding minimal results. BAM recommended that the student discount needed to be made available to all students to obtain maximum success. In addition the discount duration was too restrictive and unappealing, we recommended the days should be extended to be more attractive and competitive with others in the market.

Routes to market
In light of the pizza exclusivities restricting the routes to market for PizzaExpress, we recommended a two pronged attack targeting Freshers Fair and Accommodation Blocks.

Freshers Fairs are the pinnacle time of year for any brand with the student market as a key demographic in their marketing strategy. In these first 100 days they are on a journey of new identity and beginnings, which means that Freshers Fairs are the very best place to start a relationship with students. With dough balls recurring throughout our research in popularity, an experiential campaign with the offering of free dough balls was a must!

Where PizzaExpress were blocked from attending Freshers Fairs, student accommodation blocks were recommended as an effective alternative. Students are arriving to their new student accommodation to start their new life living away from their parents and guardians for most likely the first time. PizzaExpress would have the unique opportunity to be a part of this key time in a students lives by providing a warm welcome in the form of free pizza. Not only do students love freebies but they will also appreciate this random act of kindness in what may be a scary time, allowing them the opportunity to bond with their new housemates and ultimately form a positive connection to the PizzaExpress brand.

PizzaExpress


execution

planning and concept

PizzaExpress reviewed our findings and recommendations, using them to help shape their first ever student marketing campaign. The aim of this campaign was to drive awareness of their offering, drive relevance through occasions and grow their reach.

Their first port of call was aligning their student discount offering. As a direct result of BAM’s research project PizzaExpress changed their student offering by:

  • Opening the discount up to Unidays students in addition to NUS Extra’s
  • Decreasing the offer to 30% but increasing the availability to Sunday to Thursday

Brand Perception

  • Student focused A boards outside restaurants
  • Utilising key marketing dates within the student calendar (A-Level and GCSE result days)
  • Advertising on discount platforms

Awareness & Recall

  • Elevation of the student discount
  • Targeted social media posting
  • Take over of 3 student accommodation blocks in 3 key locations

1st 100 days on boarding

  • Bring an exciting experiential campaign to 6 key Freshers events
  • Dough ball sampling and freebies to give away
PizzaExpress

delivery

PizzaExpress charged BAM with the delivery of their first campaign in the student market. Delighted with the opportunity we got to work organising and planning every aspect of their two pronged attack.

Student Accommodation

We kick started the campaign with the student accommodation block takeovers, targeting 6 accommodation blocks across 3 key cities. BAM organised and delivered every aspect of the campaign from logistics to the hiring of refrigerated vans. Working with the accommodation providers we devised a schedule to ensure we could take over the student rooms just days before the students moved into their new homes.

Upon their first entry into the flat they would find striking PizzaExpress branding with directions to the fridge. Inside would be an array of pizzas for the students to enjoy, providing the perfect opportunity for the new roomates to bond and providing the perfect welcome to their new life at University.

The vinyl branding provided a perfect way to promote the message of the student offer and encourage students to dine at PizzaExpress.

Freshers

Being their first appearance at a Freshers event, PizzaExpress needed to make a statement. We knew dough ball samples were going to be a big hit with students but we needed a vehicle for distribution. With the desire to be authentic and original we opted for a fully branded trike. The aroma of fresh dough balls would definitely draw the crowd.

Back at the PizzaExpress strand students were invited to play on the digital spin the wheel game for their chance to win an array of exciting prizes, including:

  • A PizzaExpress pizza cutter
  • Tins of PizzaExpress passata
  • Gift cards ranging from £5-£20
  • Special giant gift card worth £500

With so much on offer for students to win and enjoy, along with the bright and attractive creative of the stand PizzaExpress certainly made a statement and stood out from the crowd. Students flocked to the stand for their chance to interact with the brand and get their hands on some amazing freebies.

PizzaExpress


outcome

results

  • Interaction with over 130,000 students
  • Over 12,000 prizes distributed at the fairs
  • Over 3000 pizzas distributed into student fridges
  • 94% of restaurants within a 5 mile radius of the campaign activity saw a dramatic increase in YoY sales
  • The campaign looks to drive an increase annuals sales of 58% above target at key locations
PizzaExpress

post campaign research

We spoke to the students at one of the targeted accommodation blocks to see what they thought of the takeover campaign. The responses were 100% positive, below are a couple of highlights:

“It was a really good way for my flat to bond when we first moved in by having a pizza and movie night and they were really tasty. It made our moving in experience so much better and welcoming and what’s better than pizza?”

“Very good campaign, was a good advert for the student discount as I was unaware of it”

“It was an awesome surprise, put a smile on my face after being on an airplane for 5 hours thank you for making me a bit less miserable”

PizzaExpress

overview

PizzaExpress is a prime example of how important it is to plan an effective approach to the student market. This campaign has shown the potential relationship and positive brand perception you can create with the right message, offering and routes to market. PizzaExpress left a lasting impression on the Freshers of 2018, they dramatically increased their brand awareness and increased the desire for students to dine at their restaurant.

We look forward to supporting them and seeing their success continue to grow within the student market.