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Lidl- Autumn Graduate Fairs


  • On Campus
  • Experiential & Events


  • Graduates
  • University Students

The Client

Lidl is one of the biggest discount retail stores in the world, with over 10,000 locations across 28 European countries and the United States.

They’ve been an established retailer for 45 years, founded in 1973 in Germany.

The chain operates an “Early Talent” scheme that includes Graduate Opportunities, Placement Years and Direct Entry roles aimed at students and young people.

What We Did

Lidl worked with British American Group’s On-Campus department to organise a series of contact campaigns during the Autumn Careers Fair cycle at universities nationwide.

This strategically coincided with the opening of applications to Lidl’s Early Talent schemes.

The presence at the careers fairs aimed to encourage current final year students to apply to Lidl’s Graduate Opportunities, and for students on business courses to consider working at Lidl during their placement year.

The campaign also aimed to generate brand awareness amongst students who may not currently be at the correct stage for applying to Lidl’s opportunities, but who would be in the future.

We positioned large branded promotional stands at all of the fairs, and provided promotional staff with Lidl branded incentives to give to students.

These included branded chocolates and pens.

Promotional staff ensured that Lidl’s drive for student and graduate interest was a effective as possible.

Why It Rocked

30 university Careers Fairs covered

87,000 students reached

7250 branded chocolates distributed

8120 brocheurs and pens distributed


  • Blagoy Klimov
    Blagoy Klimov PhD | Head of International Affairs and Projects Office | Varna Free University - Bulgaria

    Out of all our international contacts, BA definitely sets the standard for great communication skills, friendliness, personal touch (which is quite hard to keep in the corporate world) and young spirit. Keep up the good work! Happy to have you as partners.

  • Joerg Stampler | Senior Product Manager | L'Oréal

    It is a pleasure working with The Student Guide, a very proactive and flexible company who understands the values and target audience of a brand quickly

  • Lupita Ayala | Deputy Director | Mexico Tourism Board

    The Gap Year Travel Guide is the perfect way of communication with the 18-25 market in the UK. Our advert within the Guide has drastically increased tourism to Mexico.

  • Dasha Matyskina | Adobe / Torpedo Group

    The British American Group have helped us get the latest Adobe campaigns in front of the student market on numerous occasions through solus email campaigns.They are quick and easy to work with and offer flexible targeting options and strong rates in the industry. We look forward to our future endeavours with the team.

  • Tim Roberts | Marketing Manager - Growth Products | Direct Line Group
    We worked with BA Media on some targeted advertising via their UK Graduate guide for our Backpacker Insurance policy and then later via their UK Student Guide to promote our Travel Insurance and the perils of not having adequate Travel Insurance.  We found BA Media a pleasure to work with; they kept us up to date with deadlines and were extremely efficient.  I would recommend anyone who deals with people in their markets to use them for their advertising.

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