This summer, we were excitingly tasked to launch Pret’s new, vibrant Super Plates offering, and our team certainly delivered.
Our multi-faceted approach kicked off on 8th July, to align with the salads launching across Pret. Timings were important for this launch; we wanted to ensure we were hosting an exclusive, interactive, ‘first-look’ event for hand-picked media and influencers, so they were the first in line to try the new range.
We worked closely with Pret experts to introduce all four exciting new flavours; the ‘Super Plates’ were created to be bigger, more nutrient packed salads with new, unique flavours and premium ingredients to pack a punch. To elevate the experience, we not only commissioned an artist to lead a plate-painting session, inspired by the salads, but also had TV personality Pritesh Mody pairing bespoke cocktails.
Guests included TV broadcaster and personality Harry Wallop, City AM, Good Housekeeping, The Sun, The Times, The Telegraph, as well as key lifestyle influencers and Pret fans such as @hannahfrankson and @mollygracemarsh. 25 attendees made it a smash hit; simultaneously, a strategic press release and tailored sell-in post event secured wider media coverage giving Super Plates a powerful platform from day one.
To build pre-launch excitement, we orchestrated two curated influencer gifting drops that included goodies such as branded Pret merch, engraved personalised items, themed Jellycats and not forgetting the salads themselves. London-based lifestyle, health, and food influencers, many already Pret fans, teased and spotlighted the new range across socials, building lots of intrigue.
Then came the next step: Pret’s first-ever Super Plates Pop-up. From 15th July, the Pret Cheapside London site transformed into a Super Plates-only experience, complete with a fresh new look and customer giveaways. We targeted London/listings media and influencers directly, inviting them to experience the pop-up and share on social.
What’s more, five influencers attended, generating an amazing 28 pieces of social media coverage: plus, six listing pieces in outlets like Hot UK Deals and The Handbook, ensuring excellent local visibility.
The numbers speak for themselves across the entire Super Plates campaign: 26.6m total media reach across 50 pieces of coverage (including 11 nationals!) and a whopping 1.4m in influencer reach. Overall, a pret-ty great success!
Have a brand project you’d like to discuss? Reach out to [email protected] to chat.
