‘Freshers’ Fairs’ offer way forward for food and drink companies

By Laurence Gibbons

- Last updated on GMT

Related tags University

Domino's topped the list of brands students would most like to see at Freshers' Fairs
Domino's topped the list of brands students would most like to see at Freshers' Fairs
UK student ‘Freshers’ Fairs’ offer an opportunity for food and drink firms to engage with their target audience and form long-term brand loyalty, according to student media sales agency BAM.

Almost a third (32%) of more than 1,000 students surveyed by BAM at 20 university ‘freshers’ fairs’ said they would like to see more food and drink brands promote their products at universities this autumn.

Tim Bodenham, md of BAM, said: “With 2.5M students currently in higher education, freshers’ fairs offer unrivalled access for brands to reach a target audience at a time when they are really open to forming relationships with brands. The unique setting is unlike other traditional marketing methods because it becomes part of the student experience instead of interrupting it.”

Domino’s, Nando’s and Lucozade

Topping the students’ wish list of brands they would most like to on stalls were pizza firm Domino’s, high street restaurant chain Nando’s and Lucozade.

60% of students said the lure of free give-aways was their reason for attending the fair, a statistic Bodenham was keen to encourage food and drink brands not to underestimate.

Almost 80% of students who attended fairs in 2012 said they planned to return in 2013.

The student market had an estimated spending power of £15.5bn, was least hit by the recession and represented a cross section of the UK, Bodenham added.

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