Pret wanted to create a booklet to sit in all their shops that would act as a mission statement, the result was 'Good Stuff' booklet. Good Stuff needed good copy; it pulled in and built on many of the campaigns I had previously worked on with stakeholders across the company, highlighting key areas such as Sustainability, Food Ethics and Transparency.
The copy became the de facto reference guide for all future campaigns — Pret’s manifesto.
