Greggs Freshman Marketing

CHALLENGE

Each year during Freshers’ Week, Greggs sets up marketing displays at universities across the UK to connect with new students. For this year’s campaign, they wanted to go beyond the usual sampling and signage. Their goal was to create an exciting new game that would draw in crowds, encourage participation, and drive social media engagement—all while incorporating random-win mechanics to keep students returning for another go.

GOAL

To develop a colourful, interactive game that embodied Greggs' fun, accessible brand personality while offering an element of surprise and reward. The game needed to be visually bold, quick to understand, and robust enough to endure repeated use throughout multiple activations.

SOLUTION

KEP Print Group’s account management and cardboard engineering teams collaborated to design an engaging, carnival-style “Hammer Hit” game. The concept was built around the classic strength test—students would strike a branded hammer against a soft pad to trigger light and sound effects, building excitement and drawing in crowds.

We began with digital visualisations and 3D renders to help Greggs visualise the concept and ensure it aligned with their brand tone. Once approved, our in-house cardboard engineering team built a working prototype.

Key features of the solution included:

• Illuminating LED lights and fun sound effects that triggered upon a successful hit.

• A concealed rear compartment housing the game’s electronics, designed to keep the unit tidy, safe, and visually appealing from every angle.

• A vibrant, full-colour printed design that made the unit stand out in busy campus environments.

The final unit was lightweight yet durable, easy to assemble and disassemble for repeat use across different university venues.

RESULT

The game was an instant hit—literally. Students flocked to try their luck, generating queues and increasing foot traffic to the Greggs display. The visual spectacle of flashing lights and sound drew in curious passers-by, creating a buzz and giving the Greggs team the perfect platform to hand out samples and vouchers.

The activation not only helped increase brand awareness but also positioned Greggs as a fun, student-friendly brand that goes the extra mile to engage its audience. The reusable, flat-packable nature of the unit means Greggs can roll it out to future events, ensuring long-term value from the one-time investment.