What started as a brief for a few simple posters to highlight new vegetarian recipes turned into a complete change to brand’s strategy and positioning.
This is how I helped Pret go veggie.
In 2016, Pret A Manger dominated London’s lunch sandwich market, including a few veggie options.
However, a few brands were gaining ground offering healthier, greener alternatives. But they were snobbier, more expensive, and their food tasted like cardboard.
So we decided to open a Veggie Pop Up, turning one of Pret’s flagship stores into a 100% veggie.
The Veggie pop up was a massive success. Who knew salads could actually taste good?! Pret did.
What started as an experimental 1-month Pop Up eventually became a permanent sub-brand and there are now 14 Veggie Prets across the UK.
(Oh, and in the end, we did make some lovely posters too…)