Pretter than Ever

Pret’s Autumn Winter menu of 2021 coincided with a national return to the office – and with it, the old treats we’d forgotten about, like coffee breaks and nice lunches.

When they asked us to help introduce the new menu, we wanted to evoke a spirit of optimism and celebration that played into this national mood. Of coming back stronger, more deliciously. Being Pret-ter Than Ever.

Our headlines and supporting copy was all over Pret shops around Europe, and online.

How did better words make better work?

Pret’s bounceback into the post-pandemic world has been the stuff of legends, aided by bold new menus and big ideas like this. Since struggling during the lockdown, Pret has made a huge recovery, and really is doing Pretter than ever.

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