From poll to pop-up to permanent

The results of the poll were clear – customers wanted better labelling and more choice. And it wasn’t just veggies or vegans asking for this change – meat eaters wanted more veggie options too.

Collaborating with Pret, we brought to life their strategy to encourage people to eat more veggie/vegan food. Pret refreshed their menu, introducing more options. Making it so delicious it could be enjoyed by anyone – not just veggies. We created and delivered an estate-wide campaign across their shop POS, packaging, online and email.

By creating a teaser campaign for the first Veggie Pop-up, we helped capture key data on veggies and vegans to segment the audience and improve targeting in readiness for launch.

We also supported the launch of their first Veggie Pret. We created an integrated campaign, and continued to ask customers for their feedback to help shape the future of Pret. We also created an in-store web application allowing customers to filter their menu preferences.

The Veggie Pret pop-up received a phenomenal response. Sales grew 70%, and amazingly, 50% of customers were meat eaters – an impressive result for their health, and the planet too.

The nationwide call-to-arms campaign received phenomenal press coverage and Pret became a pioneer of vegetarian food in the QSR sector. They were recognised for being receptive to customer needs and awarded Brand of the Year at the Masters of Marketing Awards.

And as our teaser campaign received remarkable opening rates of 73% and click-through rates of 79%, Pret gained an invaluable database of engaged veggie-food lovers to grow a relationship with in the future.