Pret launches new TikTok campaign this festive season


Pret A Manger has today launched its first marketing campaign with TikTok aimed at spreading joy at a less than joyful start to the festive season. This is the first time a major UK high street food and coffee retailer has launched a Branded Hashtag Challenge on TikTok.

TikTok and Pret share the same mission – to spread joy. With this Christmas being unlike any other, Pret is inviting the TikTok community to share their moments of joy to flood the platform with positivity as part of a bespoke #JoyWithPret Branded Hashtag Challenge, hoping to inspire people. 

Some of TikTok’s most popular creators, including everyone’s favourite @grandadjoe1933, TikTok creator and self-proclaimed Pret mega-fan @laurieelle and beauty transformation extraordinaire @Ellis_Atlantis, have already gotten involved to share their #JoyWithPret. Meanwhile, TikTok comedian @shericebanton has jumped into the challenge by showing off her Christmas shack, and the @kabsfamily have celebrated a moment of ‘pure joy’, kicking back after a busy day taking care of the kids. 

TikTok users will also today find a TopView Ad, taking inspiration from Pret’s Christmas menu to ‘Pret The Halls with Pigs in Blankets’, encouraging users to participate in the hashtag challenge. 

Pret’s Christmas menu launched on 3 November with its most indulgent festive drinks yet: the Gingerbread Latte, the Salted Caramel Latte and the S’mores Hot Chocolate – an indulgent hot chocolate drink including biscuit syrup, topped with whipped cream and Pret’s Christmas mascot, Melvin, the marshmallow head. All drinks are served in Pret’s exclusive Christmas cups, which TikTok creators have been featuring in their videos. 

Becci Dive, UK head of marketing, Pret A Manger, said: “As our marketing shifts to follow the broader moves of the business to get Pret to the people, marketing investment into digital channels has naturally followed suit. We’ve been working hard at bolstering our performance activity to drive orders of Pret on delivery or sign ups to our new coffee subscription, so we’re excited to be making similar leaps for Pret in the brand space too, all with the support of the team at BrainLabs. We’re proud to be the first major UK high street food and coffee retailer to run a Hashtag Challenge with TikTok, and even prouder to bring a little joy to so many of their users during what has been a rather gloomy start to the festive season.”

Hannah Bennett, brand partnerships, hospitality at TikTok, said: “Pret is one of the iconic high street brands that our TikTok community absolutely loves, already creating content and stories about their love for the brand. Our platform is a place where creativity knows no bounds, and it’s great that Pret has chosen us to elevate their Christmas campaign to reach new and prospective customers. Now with its #JoyWithPret Branded Hashtag Challenge, we can’t wait to see how our community responds and gets in the festive spirit this week in inspiringly creative and inventive ways.”

Ofir Halfon, global VP of social at BrainLabs, said: “Hot on the heels of the successful launch of YourPret Barista subscription service, we’re proud to collaborate with Pret on their first TikTok campaign.  #JoyWithPret is another example of Pret’s innovative marketing strategy and our desire to create engaging social experiences that deliver true commercial impact. Working with Pret is always a joy.”