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From Lockdown to Lifted Spirits: The Care Package Campaign

this is Milkround

1

Reaching Students Where They Live—When They Needed It Most

Milkround turned to BAM to deliver nearly 3,000 care packages to students across six major UK university cities. With COVID-19 restrictions still in place and many students confined to halls or studying remotely, the campaign sought to bring moments of warmth, support, and positivity—while also growing brand awareness and driving student sign-ups to Milkround’s graduate job platform.

Milkround
Milkround

2

Personalised Gifting with a Purpose

The campaign kicked off in Newcastle at iQ Student Accommodation’s Stephenson House, with 400 care packages delivered directly to first-year students. Each package included fruit and vegetables, a canvas tote, branded stationery, chocolate, and a mug, along with a scannable QR code that encouraged students to sign up to Milkround for the chance to win a year’s supply of produce. By offering a blend of wellness, comfort, and incentive, the activation achieved both emotional resonance and functional brand engagement.

3

Multi-City Impact, Local Execution

From November 23rd to December 1st, the tour extended to Bristol, Manchester, Leeds, Liverpool, and Sheffield, each receiving approximately 500 packages. The cities were strategically chosen based on high student populations and the presence of restrictive lockdowns. BAM coordinated end-to-end logistics, from packaging and branded assets to delivery and on-the-ground distribution—ensuring the experience felt consistent, thoughtful, and genuinely helpful in each location.

 

Milkround
Milkround

4

Brand Goodwill That Goes Beyond the Gifting

More than just a gesture of support, this campaign deepened Milkround’s positioning as a student-first, future-focused brand. By meeting students where they were—physically and emotionally—Milkround built a positive emotional connection during an especially isolating time. The inclusion of QR-linked sign-ups further allowed Milkround to track engagement, build their database, and establish a valuable pipeline of student users for future career content and job opportunities.

Two people wearing black masks and navy aprons stand behind a table with multiple blue boxes and branded tote bags. A greenery wall with a neon sign reading milkround is in the background. BAM Agency
An open cardboard box with a blue exterior and brown interior sits against a plain white background. The front has abstract pink shapes on it. BAM Agency
A tote bag with milkround text contains promotional items: a reusable coffee cup, a chocolate bar, a pen, a USB drive, and two flyers. One flyer features people in a workplace setting and text about career opportunities. BAM Agency
A box containing a pear, red bell pepper, apple, pomegranate, onion, and butternut squash. The box is blue with text and graphics. BAM Agency