Pitching for the student pound

Wetherspoon teams up with brewer and spirit firm for fresher offers


JD Wetherspoon is busy pitching for the student market with a range of food and drink deals launched ahead of the academic year.

Described as the chain’s biggest ever student campaign, ‘Wetherspoon unlocked’ encourages students to download an app to their smartphones, which can then be used to scan barmats to reveal various food and drink offers.
Drinks companies Bacardi Brown-Forman Brands and Carlsberg UK have teamed up with the managed operator for the campaign.
Wetherspoon’s marketing director, Rebecca Payton, described it as its “most cutting edge campaign to date”.
“It gives students a unique and interactive way to access food and drinks offers at our pubs and we are confident that it will be a great success,” she said.
As well as the food and drink offers, the campaign includes a free-to-enter prize draw that will result in one student having their university fees paid for a year.
Carlsberg’s Tuborg brand will be paying the fees, which amount to £9000.
“Students plan their social life using mobile phones and digital content and the Wetherspoon Unlocked App is an innovative way to communicate special offers and promotions to student customers,” said David Scott, customer marketing director at Carlsberg UK.
Brands involved in the campaign include Jack Daniel’s, Bacardi, Eristoff, Carlsberg and Tuborg, as well as a selection of other bottled beers, ciders and wines.
The food offers in the campaign include more than ten different meals.
Jonathan Fearn, marketing manager at Bacardi Brown-Forman Brands, said: “The Wetherspoon Unlocked App is unique in that it delivers both in-outlet through the great offers and also has relevance for everyday use with the ability to tag and share media through social networks.”
More than 280 Wetherspoon pubs around the UK are participating in the campaign.
Each participating pub is located in or around university towns and cities.