Establishing Veggie Pret 

Pret wanted to create good, fresh veggie and vegan food…from everyone – veggies, vegans, and meat-eaters alike.

To achieve this we created a veggie pop-up in Broadwick Street as a test-bed to discover what worked and what didn't – both in terms of food and messaging. Feedback was overwhelming and soon Pret's little pop-up turned permanent.

Pret now has many more permanent Veggie Pret shops and, more importantly, an ever-growing veggie menu in all our shops.

I worked on the original pop-up—which established the Veggie Pret as a new estate within Pret—and continued to support and grow the brand with campaigns such as 'Not just for Veggies' and 'EVeryone'. One shop became two, two shops became three. Veggie Pret is here to stay and its most popular recipes find their way to all Pret shops across the world.

Not Just for Veggies

Before Good Stuff, the was Not Just For Veggies. A piece of long-copy that laid out what we hoped Veggie Pret could be.

Everyone

As Veggie Pret became more established, it was important to keep pushing the idea that Veggie (and Vegan) food wasn’t just for people with dietary preferences. We’d done away worth sad and soggy salads. Veggie Pret had arrived with the message that Pret’s brilliant Veggie food was ‘Not just for Veggies’. Now it was time to let people know that Veggie Pret was for…Everyone.

Everyone Booklet

Napkin

My favourite bit of copy lives on the campaign napkin. It’s an unassuming location for copy, but if you’ve picked up anything from Pret you’ll inevitably find yourself with a napkin or two. The message is earnest and encouraging. While the rest of the campaign spoke to ‘everyone’, this bit of copy was about demystifying the particulars of a healthy diet and taking it back to basics; ‘it’s better to eat more veg (and probably a little less meat).’