Pret is exploring the use of 'magic hand' Buzzfeed-style food videos and is opening up the secrets of its recipes for its newest vegan option.
Pret wanted to raise awareness of its new 'Chef’s Special' via the 45-second video while also testing the idea of showing customers how to make their recipes themselves.
The coffee chain worked with Bosh a how-to-cook channel that creates food and drink plant-based recipes, to create the point-of-view video. It launched on Facebook on 1 August and achieved 1m views within the first 48 hours.
Anthony Leung, social media manager at Pret said: “Seeing this recipe brought to life in video was a proud moment for the team, and we’ve been thrilled by the reception it has had from customers. Reaching the million views mark was a great moment, but seeing the video being shared between friends, and receiving so many fantastic, supportive comments has been just as exciting.”
Pret used minimal branding in the video and placed only a Pret Green Juice in the final shot.
Henry Firth, founder at Bosh, added: “Trying to make a viral video out of a baguette was a challenge, but one which we relished - pardon the pun. We helped Pret raise awareness of their new dish as well as truly giving their audiences something of value, a chance to engage with the brand from their own kitchens. Working with a video partner is a new approach for Pret and it also gave back something to their loyal customers.”