Fresher’s Fairs: the secret weapon for brands targeting Gen Z

Every September, something powerful happens across universities up and down the UK. Thousands of students flood campuses for Fresher’s Week, a key moment where new routines are built, friendships are formed, and most importantly for brands, loyalties are shaped.

And at the heart of this? Fresher's Fairs.

As a Brand Experience and Sampling agency with 15+ years of student marketing expertise, we’ve seen that brands that appear early in a student’s journey often win in the long run.

If Gen Z is in your target market, being at Fresher’s Fairs should be non-negotiable. Here’s why:

1. First impressions stick

Students are forming new habits - from what they eat and drink to how they shop, bank, and unwind. Fresher's Fairs are one of the very first brand touchpoints in that new chapter.

This is your moment to show up, stand out, and win their attention before your competitors do.

2. Direct access to thousands of young consumers

A well-placed stand at a busy Fresher’s Fair can see thousands of daily interactions. From Russell Group universities to modern campuses and everything in between, the sheer footfall is unrivalled.

Better yet, you’re not fighting for attention through a screen; you’re right there in the room, face-to-face, with a curious, open-minded audience.

3. Gen Z wants to try before they buy

Today’s students are value-conscious, experience-driven, and sceptical of traditional ads. They want to engage with brands that feel real.

Fresher’s Fairs give you the perfect chance to offer free samples, run competitions, and have actual conversations. These aren’t passive impressions, these are meaningful interactions that stick.

4. Build brand affinty, not just awareness

Whether it’s an energy drink with a cult following or a subscription box looking to boost student sign-ups, Fresher's Fairs allow you to build real connections. A positive brand experience during Fresher's Week can lead to months or even years of repeat purchases and advocacy.

We’ve helped brands create photo moments, giant games, freebie giveaways, and even mini lounges all of which drive deeper engagement than a leaflet ever could.

5. Data collection and feedback

Smart brands go beyond sampling they use Fresher’s Fairs to build their student database. Whether it’s through QR code sign-ups, newsletter competitions, or social media engagement, it’s a prime moment for capturing data ethically and effectively.

It’s also a great place for real-time product feedback: what students like, what they don’t, and how they talk about your brand in their own words.

6. Perfect timing for product trial

September is a ‘back-to-routine’ season. Whether you’re a food and drink brand, a gym or fitness service, tech product, skincare line, or subscription service, students are building their new lifestyle from scratch.

A well-timed trial at a Fresher's Fair could be the beginning of long-term brand loyalty.

Case study highlight: Fusion Students

When Fusion Students wanted to bring their premium student accommodation to life on campuses across the country, we delivered a standout campaign.

From branded games and competitions to interactive student engagement, the activation didn't just drive awareness... it made Fusion a memorable part of students’ experience.

👉 See how we did it

What makes a stand-out Fresher’s Fair activation?

At GottaBe!, we’ve helped brands of all sizes connect with students. Here are a few top tips:

• Think visual: Bold, branded stands grab attention in a busy room.
• Offer value: Freebies, samples, or competitions go a long way.
• Be interactive: Games, spin-the-wheel prizes, and social content work brilliantly.
• Be human: Friendly and well-trained Promotional Staff make all the difference.
• Follow up: A QR code for a discount or email sign-up helps you continue the conversation post-event.

Want in? Let’s get you on campus!

We know the UK student landscape inside out. From booking Fresher’s Fairs and designing stands to recruiting student brand ambassadors and managing logistics, we’ve got it covered.

Fresher’s Fairs aren’t just fun. They’re full of opportunity.
And your brand should be part of it.

👉 Get in touch to start planning your 2025 student strategy today.