This Pret A Manger Stunt Generated Publicity for Christmas Sandwich Range
Laura McQuarrie — November 27, 2015 — Marketing
References: eventmagazine
In order to launch its Christmas sandwiches, engage consumers and gain some publicity for Christmas, Pret A Manger devised a clever holiday marketing stunt.
The stunt involved turning its entire London storefront into a gigantic Christmas present that could be unwrapped by the public. The red paper that was used to wrap the entirety of the store's exterior was used to match the same packaging that's used on the sandwiches. This made it incredibly easy for consumer to recognize the free and festive lunches that they were eligible to grab by participating in the unwrapping.
As well as helping to sate the hunger of hundreds and thousands of Londoners, the Pret Foundation is making a donation for every sandwich sold to support charities that provide aid to the homeless.
The stunt involved turning its entire London storefront into a gigantic Christmas present that could be unwrapped by the public. The red paper that was used to wrap the entirety of the store's exterior was used to match the same packaging that's used on the sandwiches. This made it incredibly easy for consumer to recognize the free and festive lunches that they were eligible to grab by participating in the unwrapping.
As well as helping to sate the hunger of hundreds and thousands of Londoners, the Pret Foundation is making a donation for every sandwich sold to support charities that provide aid to the homeless.
Trend Themes
1. Store-unwrapping Stunts - Creative store-unwrapping stunts can generate major publicity and help increase brand recognition for businesses.
2. Holiday Marketing - Innovative holiday marketing campaigns, similar to Pret A Manger's storefront stunt, can help businesses engage with customers and promote their brand during the holiday season.
3. Corporate Social Responsibility (CSR) - Combining unique marketing campaigns with charitable CSR initiatives, such as the Pret Foundation's donations for every sandwich sold, can help businesses give back to their communities and improve brand perception.
Industry Implications
1. Retail - Retail businesses can utilize store-unwrapping stunts as a creative way to promote their products and boost sales during the holiday season.
2. Food and Beverage - Food and beverage businesses, like Pret A Manger, can use clever marketing techniques to create buzz around their seasonal products and attract more customers to their stores.
3. Nonprofit/charity - Nonprofit and charity organizations can partner with businesses to create mutually beneficial campaigns, such as the Pret Foundation's donations for every sandwich sold, to raise money for their causes and promote corporate social responsibility.
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