Pret A Manger hands global comms duties to VCCP, HK key market in Asia

UK-based sandwich shop franchise Pret A Manger has appointed VCCP as its first global integrated communications agency. VCCP has been appointed to support Pret’s ongoing transformation into a fully omni-channel business, with the goal of “bringing Pret to more people”.

VCCP is an international integrated communications network with seven offices worldwide. As Pret’s first full-service global partner agency, VCCP will deliver international campaigns across Pret’s markets in Europe, Asia and the US. In Asia, the focus will primarily be on the Hong Kong market.

The appointment marks a shift in Pret’s brand and communications strategy, with a growing focus on digital communications and omnichannel campaigning. Since May 2020, Pret has accelerated a strategy to help the brand reach a wider range of customers across all markets. Pret has fundamentally transformed its business model, establishing new trading channels which are providing new revenue streams.

VCCP will support Pret’s transition away from a “shops first” business and they will be responsible for leading on global integrated communications campaigns.

Within the last year, Pret has successfully launched the UK’s first in-shop Pret Coffee Subscription service and brought to market a new “Pret at Home” range available through leading retailers in the UK and France. Delivery partners have been introduced in every market and continue to perform strongly. Meanwhile, Pret is continuing to expand its digital offering, launching new click and collect trials in London and Manchester and an app in the UK and US.

Dan Burdett, chief customer and growth officer at Pret A Manger said: “We launched this pitch process with the aim of finding an agency with the capabilities to match our values and our ambitions to bring Pret to people wherever they may be living, working, or travelling."

According to him, VCCP has a track record of delivering fantastic creative work and will bring a holistic approach to its marketing, making the agency the perfect partner to help it communicate with customers as a truly omnichannel business. "We look forward to continuing this pace of innovation with the support of VCCP with its advanced digital and creative expertise," he added.

Adrian Coleman, founder and group CEO of VCCP added: “We couldn’t be more excited to be working with Pret to fulfil their global ambitions, both commercially and creatively as they embark on an exciting new direction for the business. A fabric-of-the-nation brand that shares our motto that it only works, if it all works is a thrilling prospect and we look forward to helping them bring more of what people love about Pret, to more people.”

Most recently, VCCP was in charge of Indonesia telco giant Telkomsel's major rebranding. The brand refresh was the telco's first in 26 years and VCCP was appointed to handle the year-long initiative alongside agencies such as SomeOne, Good Relations, H+K Strategies, Romp, Fjord, iDac, AMP, OMD, and MD Media.

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