Just Eat's Hey U Up Campaign Coincides with Freshers’ Week
Laura McQuarrie — September 26, 2025 — Marketing
References: marketing-beat
Aimed at engaging UK university students beginning a new academic year, Just Eat launched the Hey U Up campaign for Freshers’ Week. On select campuses, students will find large, orange Just Eat phone booths that tempt hungry passersby with craveable offerings. Within the booths, students can make the most of a touchscreen menu to choose a favorite treat, and receive a playful audio monologue in response, in addition to a voucher for discounted orders and branded freebies. Thanks to the format, which captures candid reactions, the experience is shareable across social media, and offers a more dynamic experience as compared to tired Freshers’ Week activations that no longer hold appeal for a new generation.
Beyond welcome week, the Hey U Up campaign runs until October 10th in major UK cities like Manchester, Liverpool, Birmingham and Nottingham.
Beyond welcome week, the Hey U Up campaign runs until October 10th in major UK cities like Manchester, Liverpool, Birmingham and Nottingham.
Trend Themes
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Interactive Campus Installations — Innovative on-campus installations, such as interactive phone booths, create memorable brand experiences that resonate with students.
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Social Media-enhanced Engagement — Brands are leveraging shareable and candid moments from activations to amplify their reach and engagement on social media platforms.
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Revamped Freshers' Week Experiences — Freshers' Week events are being reimagined with dynamic and interactive features to better appeal to modern students seeking novelty and excitement.
Industry Implications
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Higher Education Marketing — Universities and brands are collaborating to create engaging experiences that cater to the evolving preferences of students.
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Food Delivery Services — Food delivery companies are tapping into campus life with tailored promotional campaigns that build brand loyalty among students.
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Experiential Marketing — Brands are increasingly employing experiential marketing tactics to connect with consumers in immersive and memorable ways.
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