WCRS has unveiled its debut work for Pret a Manger in the form of a
16-sheet poster campaign covering the London Underground, aimed at
Three executions show Pret a Manger employees at work, accompanied by a
headline which twists their job titles into the names of astronomically
priced kitchen utensils.
’Parsley cutter. pounds 11,500’ is the first, and tells the story of
Paul, who started on pounds 10,000 a year but was earning the increased
salary after four months ’thanks to his enthusiasm and the specialised
training by his own personal Pret a Manger trainer and developer’.
’Coffee Maker. pounds 14,400’ tells of Juan, who has moved up the ranks,
and ’Cheese Slicer. pounds 15,470’ shows Jo’s career path from being a
pounds 7,000-a-year trainee to her current salary as a trainer. In each
case, the endline reads, ’Call now for an interview’, and gives an 0800
Amy Smith, the marketing director at WCRS, said: ’When you go into a
branch of Pret, the staff are always ’up’ and obviously well
looked-after. In fact, the staff are called ’team members’, and this
reflects Pret’s innovative and ethical approach.’
Stephen Woodford, the managing director of WCRS, added: ’The campaign is
designed to appeal as much to customers of Pret as to would-be team
The posters were written by Paul Kemp, art directed by Vince Chasteneuf
and shot by Mike Carsley.
WCRS won a strategic role with Pret a Manger in November 1996.