Pret A Manger battles rivals with £3m drive

RAVI CHANDIRAMANI

April 11, 2002

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Pret A Manger battles rivals with £3m drive

Pret A Manger has awarded its advertising account to WCRS as it attempts to re-establish its credentials as the UK's leading sandwich chain.

It is understood to have earmarked an adspend of around £3m as part of a drive to see off emerging rival sandwich chains such as Benjis and Greggs.

Pret has been hit by the threat that white-collar redundancies in the wake of the economic slowdown may dent its business. The company has not advertised since 1998.

Pret, which is part-owned by McDonald's, operates 115 outlets in UK city centres. Pret hired Sharon Sweeney last August as UK marketing manager from BAA's World Duty Free to work with executive marketing director Morag McCay.

WCRS won the business in a pitch handled through the AAR against Delaney Lund Knox Warren and several smaller agencies.

Topics

Marketing