Just Eat – Whopper Wednesday’s Campaign
At BAM we love to work with brands that also see the incredible value of harnessing the power of the student market, but we love it just as much when brands come to us for help with campaigns outside of Freshers!
Just Eat approached BAM for help with the activation of their promotional campaign that combined the food goodness and delivery prowess of Just Eat with the flame grilled brilliance of Burger King.
BAM had the foundations of a great campaign and set out to ensure the Just Eat national Whopper Wednesday offer became unmissable within the student market.
Allowing students to buy one Whopper and get another one free every Wednesday with free delivery during April, BAM worked against the clock to deliver all aspects of the campaign on target and on time.
Indicating the desire to run the activity in two large city locations, BAM provided guidance and insight into the most suitable locations, by cross-referencing the nearest restaurants in close proximity to campuses; student population and media channels available. After carefully selecting Glasgow and Leeds, BAM then got creative to find a variety of alternative routes to reach students at each university.
The central element of the campaign was a “Whopper Drop” in Glasgow. With a plan to hand out 400 fresh Whoppers straight into the hands of students over a nonstop 3-hour window, BAM liaised with the local restaurant and secured the support of the largest student accommodation provider in the city in order to turn the plan into reality.
Creating a huge stir with students and with word of the activity spreading like wildfire, BAM’s teams were shuttling back and forth with flame grilled giveaways for Just Eat’s random acts of kindness.
In order to measure the impact of the campaign BAM’s insight team created pre and post surveys, allowing Just Eat to obtain key data, including students sentiment towards Just Eat, whilst also measuring the effectiveness of the Whopper Wednesday promotion.
Targeted with collecting a minimum of 150 student responses at both locations pre and post the activity, BAM exceeded targets, gathering a total of 805 insightful responses!
To support the live activity, BAM organised 12 days of promotional flyering, coordinating all artwork and print requirement, ensuring all assets and uniforms were fast-tracked within 3 days to our teams in each city.
Using BAMs links with Leeds Beckett, we arrange for promotional team members to hand out a limited number of £5 Just Eat credit vouchers to students that arrived at the end of term Beck Fest event. With each voucher having a unique code and a 48hr expiry, the activity delivered an amazing redemption rate of over 20%.
Ensuring the campaign gained maximum reach BAM mapped key student living areas across both cities and delivered 20,000 Whopper Wednesday flyers directly through the doors of students living in private housing.
Wrapped around the face to face promotions were a host of poster and digital screen media ensuring BAM delivered the campaign across multiple touch points, generating the Whopper Wednesday offer over 2 million opportunities to be seen by students as they moved through campuses and private halls of residence.
The results from our pre-campaign research showed that 34.4% of students recalled seeing Just Eat advertising on campus. When comparing this with our post-campaign research, after just one month of activity with BAM, this figure rose dramatically to a whopping 62.7%.
Student awareness of the Whopper Wednesday offer also rose from 16.1% to 49.5% after the campaign and of those who said they were aware of the offer, a further 49% went on to take advantage of the offer!
After a fast-paced, exciting and successful campaign, BAM look forward to working with Just Eat in the future, to help satisfy the clear demand for the brand in the student market!