The project was possible thanks to our extensive network of industry experts. Through his connections with Leeds Beckett’s Retail Institute, Neil secured a year-long, real-life packaging relaunch project for his students.

With years of industry experience working in professional marketing agencies prior to Leeds Beckett, Neil understands how important it is that his students graduate with high-quality portfolios of work to show potential employers. He knew a project for Smarties would stand out and be a brilliant conversation starter at job interviews after they’d finished the course.

An ambitious challenge

Neil thinks confectionery brands are interesting from an advertising perspective as they have a broad market and different consumers. They also promote themselves through a wide variety of media. Leeds Beckett students have previously worked with Haribo and Tic Tac, as well as helping re-launch an existing Nestlé luxury chocolate brand.

Neil spoke to his contact at Nestlé and they created a brief that met the learning outcomes of the module. They also made sure it would be as useful as it could be for students aiming to secure a role in the marketing and advertising industry.

The students’ brief – plastic-free packaging and communications

• Support the switch to recyclable paper packaging, removing approximately 250 million plastic packs sold globally every year.
• Develop a novel creative approach for the Smarties brand.
• Increase awareness of the paper packaging used with a social marketing approach around recycling and littering.
• Plan more customisable, regional and relevant content within the advertising strategy.
• Create interest in the brand and position Smarties as different from other confectionery brands.

What the students did

During the first semester, the marketing students developed an advertising strategy which involved researching the target audience and their behaviour, as well as looking at brand positioning. The second semester was all about bringing the project to life by creating a media plan and storyboard.

The students then pitched their ideas to Nestlé. Neil’s contact at Nestlé engaged with students throughout the project, giving clarification, feedback and inspiration via LinkedIn.

Nestlé was the first to market to use 100% recycled packaging and the students’ work influenced the final product. The project went so well that Neil and his students are working with Nestlé this year on a different project, and he already has another brief lined up for his next group of students.

More to marketing than TikTok

Completing a live brief doesn’t come without its challenges. Neil says the most common hurdle is students start quite blinkered about who the consumer is. It’s easy to stereotype target audiences – you might wrongly assume over 50s don’t use social media. Other students struggle as they think the audience is exactly the same as them, which often isn’t the case.

Neil teaches students how to understand the audience as this is a key part of selecting the right media for a campaign. He also explores different stakeholders and how to effectively balance their needs.

To help students overcome this challenge, Neil also encourages his students to put on different metaphorical hats, as well as thinking how to build brands through stories that audiences engage with.

Graduates with an edge

Neil knows that the marketing and advertising industry needs graduates who can hit the ground running. From delivering a successful pitch to structuring a social media plan within a tight budget, our marketing and advertising students leave Leeds Beckett as professionals.

When applying for their first industry role, practical experience is what gives our graduates the edge over other candidates. Neil helps our students start their careers with a professional portfolio showcasing a multitude of innovative strategies, well-presented plans, impressive designs and projects they’ve produced.

Completing live briefs for established brands like Smarties is about helping the students become more independent and more confident. Neil sees himself as being there to guide and facilitate at this stage and helping students see how theory is applied to the real world.

Find your niche

Every business relies on marketing to increase sales, raise awareness and build their brand. Marketing skills are also useful on an individual level when it comes to selling yourself and effectively communicating your ideas with others.

Neil believes there is a role for everyone in the world of marketing and advertising as it’s the perfect blend of art and science. Anyone can find their niche and something they genuinely love doing.