Lucky Lockers, Legendary Results
this is Greggs
1
From Free Sausage Rolls to CRM: Greggs Levels Up Student Engagement
What began as a trial across 9 Freshers Fairs evolved into a multi-year nationwide campaign that made Greggs a standout name in student culture. With BAM as their experiential marketing partner, Greggs refined their campaign year-on-year, focusing on driving footfall into stores, boosting app downloads, and building a lasting emotional connection with the student audience. This culminated in a freshers campaign with reach, flair, and undeniable results.
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Gamification Meets Freshers Culture: The Rise of the Lucky Lockers
To move beyond the typical exhibition-style setup, BAM introduced the Lucky Lockers activation—a slick, game-based format that offered students the chance to unlock instant prizes in exchange for signing up via a custom-built data collection app. The lockers were a huge visual draw, engaging students in a fun and memorable way while supporting lead generation and digital conversion. The prize draw format helped Greggs distribute thousands of student vouchers, Fill Me For Free bags, and branded items—all while capturing real-time data at scale.
3
Nationwide Impact, Local Execution
The tour reached 27 locations across the UK, with a presence in 24 Freshers Fairs and 3 key shopping centres. Locations were carefully chosen to maximise ROI, with key additions like Glasgow Caledonian and Manchester Trafford Centre making notable impact. The use of regional teams, each led by experienced Event Managers and supported by Assistant Event Managers, allowed for streamlined logistics, enhanced data collection, and better brand consistency across all activations. Each team contributed significantly to campaign performance, with data capture totals exceeding 23,000 and opt-in rates hitting a strong 30%.
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Evolving Strategy, Sustained Success
While the Lucky Lockers setup remained a core engagement tool, BAM continuously evolved the campaign—adding new vinyls to reflect updated offers, refining logistics, and shifting from spinning wheels to a digital sign-up mechanic to improve efficiency and post-event CRM capabilities. As Greggs looks to the future, BAM is already exploring ways to develop the next iteration of the campaign with fresh creative concepts, enhanced reach, and even more immersive student touchpoints. With six years of collaboration behind us, the Greggs student strategy continues to roll forward, bigger and better each time.
