PRET
OBJECTIVE:
RECRUIT TALENT
GROW BRAND
THE BRIEF:
RECRUIT MORE PLAYERS INTO TEAM PRET ☕️
With more Prets than pigeons in London, they need a solid team. A big team. But with such a big demand for talent and so many competitors literally right next door, keeping up with numbers can be a tricky ask
NB. SPEC WORK PROJECT
THE INSIGHT:
The candidates we need aren’t sitting scrolling on LinkedIn searching for new roles. They’re looking for part-time jobs alongside side-hustles, who need something local, easy or convenient.
THE STRATEGY:
We recognised that our candidates are people-first. They haven’t grown up spending their whole life wanting to work at Pret. So we needed to reach them where they were. With creative ways that connect to how they exist in society and culture.
MY ROLE : STRATEGY | NARRATIVE | CREATIVE | ART DIRECTION
Too good to go. The app on a mission fighting waste. As an existing partner serving up mystery bags, Pret knows there’s no point wasting something that’s perfectly good.
But what if we could offer something else up at closing time too? Speaking to an audience who are heading home at the end of the day, feeling deflated, demotivated or just wanting to try something new, this idea used the platform and packaging to show off the job roles we have on offer and give users everything they need to know to apply. At a time when they’d most want it.
SOLUTION #1:
TALENT TOO GOOD TO GO TO WASTE
Sometimes the hardest part about getting a new job is the effort it takes to do the job hunt. So, this idea put it right in their hands, using our coffee cups as headhunters. Job applications and QR codes would sit on the side of coffee cup sleeves so people could simply scan on the go, or drop off the form in store before they left.
Or, let’s get cheeky… Use Pret’s reusable coffee cups as the perfect way to get in front of competitors, espionage style. Benefits focussed messaging would line the inside of the cup, selling the Pret offering to baristas next time the patron visits (scandal) Starbucks or Costa.