This innovative Pret campaign that launched in April 2016 is notable not only for its originality, but for its refreshingly creative and low-budget approach to marketing.
Using the power of consumer insights to fuel their thinking, the inventive in-house creative team conducted research that revealed a shift in consumer attitudes towards healthier foods, having seen a double digit sales increase for healthy vegetarian options in 2015.
Basing its marketing around this insight, the team launched its first standalone vegetarian pop-up shop to give their clientele exactly what they were looking for.
Relying almost exclusively on in-store advertising and social media to expand their reach, the campaign proved the power that lies in listening and responding to your audience.
Pret’s sales of vegetarian food achieved a 13.9 per cent increase in sales to reach £676.2m last year, with the campaign leading to the rollout of more permanent sites. Group Marketing Director, Mark Palmer says:.
“If customers are good enough to give you their time, you need to listen.”
“Marketers find it hard to listen, they usually have their minds already made up. That is a mistake because if customers want to be part of your brand, you need to take them seriously.”
Pret A Manger's vegetarian products boost sales