Aramark run a number of catering outlets in college and university campuses across the UK. Our brief was to create a campaign to entice students to eat in these outlets from the first day of term, and to encourage loyalty and repeat purchase.
Response: We created a concept called Food Fighters – Champions of Brilliant Value. Value for money is very important to students and a key factor in their decision making. A microsite was built for each campus, along with a Facebook page and point of sale material to encourage people to visit both. Students spend much of their time online, so it was important that there was a community feel to Food Fighters for each campus. An online portal helps students to locate outlets on campus and brings them the best and latest deals straight to their mobiles. Students could then share news and special offers between each other, encouraging purchase.