Great Food at Leeds University Concepts

A suite of student-facing food and drink concepts for Great Food at Leeds, created in conjunction with Thompson Brand Partners.

The brief was to make the University of Leeds’ food and drink offer feel more visible, more engaging and more worth acting on across a wide range of campus environments. From grab-and-go fridges, cafés and shops to bars, restaurants and graduation footfall moments, the work needed to speak to students, staff, visitors and families in a way that felt direct, intelligent and memorable.

The answer was a series of clean, confident, copy-led executions that used wit, rhythm and cultural references to give everyday food and drink messages more stopping power. Meal deals became sharper. Coffee signs became more seductive. Graduation lunch and drinks messaging became more celebratory. In-store signage, shelf-edge strips, A-boards, counter cards and poster sites all worked together as a flexible campus-wide system.

The tone was simple: smart, playful and useful. Not over-designed. Not over-explained. Just strong words doing the heavy lifting.

The work also helped cross-promote the Great Food at Leeds rewards app, encouraging students to collect points and earn perks when eating and drinking across campus.

A practical, personality-led campaign designed to increase visibility, uplift basket spend and make campus food and drink feel more rewarding.