Greggs nationwide Youth Marketing Freshers’ tour
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.
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 alongside 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 Greggs store to select from a choice of freshly baked products.
The results generated a significant impact on footfall and purchases by students within the key target locations, with 30,000 student deals bought within a month of the campaign end.
BAM is now working closely with Greggs on plans to expand the campaign for 2016.