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VCCP snaps up global creative for Pret A Manger

Campaign 21 Jul 2021 09:34

Pret A Manger has appointed VCCP as its first global integrated creative agency with the goal of “bringing Pret to more people”, concluding a search that kicked off in March.

The appointment marks a shift in Pret’s brand and communications strategy, with a growing focus on digital communications and omni-channel marketing. The brand previously worked with an array of agencies, such as Kode Media, which produced a spot this month starring Slade singer Noddy Holder.

Since May 2020, Pret has accelerated its strategy to reach a wider range of customers across all markets, through fundamentally transforming its business model and establishing new trading channels to provide new revenue streams.

VCCP, which has seven offices worldwide, will deliver international campaigns across Pret's markets in Europe, Asia and the US.

VCCP will become key to Pret’s ambition to move away from a “shops first” business. Within the past year, Pret has launched the UK’s first in-shop Pret coffee subscription service and brought to market a “Pret at Home” range available through retailers in the UK and France.

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