Having been in Hong Kong for 18 years, Pret A Manger was looking to further expanding its range of services, from product types to location, aiming to build and maintain brand awareness in Hong Kong beyond the expat and high professionals market segment concentrated in the Central Business District of the city. The anchoring communications focus was to build up anticipation for regular new launches, however, the key challenge was to create and maintain an on-going conversation among media and public, and to generate interest in Pret’s new offerings, in order to differentiate Pret from other perceived competitors.
Strategy Identified a targeted approach for each product launch, with the objective to highlight the uniqueness of the seasonal offerings and create talking points around it. Key messages were aligned across all communication collaterals.
Insight Rode on latest consumer trends and market situation to create relevant story angles for different products, for example launching Pret At Home and Pret delivery during COVID-19.
Experience Encouraged media and influencer to generate creative content through different types of engagements. Interactive media events including coffee drawings and DIY salads were arranged to provide in-person experience for media and allow them to understand and explore different facets of the brand.
Seeding Built and maintained relationships on behalf of the brand with top-tier media and influencers by seeding products with each launch. This was to ensure Pret remained top-of-mind for festive and new offerings for each individual while boosting online conversations.
Design Developed an individual visual direction to highlight the USP of each launch, ensuring the look and feel across different channels reflected the relevant key message in an appropriate manner.
