Pret A Manger: PRET A MANGER CRISP PACKETS

Credits & Description:

Category: i. Own Label and Private Label brands

Advertiser: PRET A MANGER

Product/Service: PRET CRISPS

Agency: BALLOON DOG

Creative Managing Partner: Cordell Burke (Balloon Dog)

Art Director: Martyn Skillings (Balloon Dog)

Senior Activity Director: Will Cole (Balloon Dog)

Activity Manager: Ella A Court (Balloon Dog)

International Head Of Creative: James Cannell (Pret A Manger)

Head Of Marketing: Carolyn London (Pret A Manger)

Media placement: Crisp Packet X 4 Designs/flavours - UK Pret Stores Only - September 2011-Still In Shops



Describe the brief from the client

Pret A Manger felt their existing crisp packaging was too generic to stand out in the market place and didn’t accurately reflect the natural values of Pret.

The brief was to refresh Pret’s range, with a look that communicates the hand-cooked, hand-made nature of the crisps, and offers a clearer indication to customers of the flavour of each product.



Describe the challenges and key objectives

The primary challenge was to make the packaging instantly recognisable, not only as a Pret product, but as an identifier of the flavour inside. We needed to consider how the packs sit within the ‘industry recognised’ colour profiles of the crisp market, while simultaneously delivering standout.



Describe how you arrived at the final design

We brought the products to life in an almost literal fashion inventively utilising key ingredients to create iconic images with a dash of Pret’s trademark personality and wit.

Each image communicates the product’s natural, handmade qualities, and, in combination with the coloured panel, clearly illustrates the flavour within. By placing the visuals on a stark white background the packs provide a powerful cut-through from the noise and colour of the competition.



Give some indication of how successful the outcome was in the market

Introduced without any marketing support, launch of the new designs saw an instant increase in sales, with volumes up by 9.1% within the first 2 weeks.