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.
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. Students could then share news and special offers between each other, encouraging purchase.