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.
“Greggs have thoroughly enjoyed working with BAM. Our student campaign was professionally managed and has delivered on our objectives. David Cook our account manager has been instrumental in the success of this year’s campaign he is great fun to work with and has ensured that any issues we came up against were quickly resolved. As a team we have learnt a lot from the activity in 2015 and look forward to working with BAM in 2016.”
“BAM has been really helpful with the logistics and putting the promotional teams together as well as booking the stalls and making sure we’re in the best place at each fair, which has been really key to the campaign.”