Abstract

This case talks about the ‘Not Just for Veggies’ campaign launched by international sandwich chain Pret A Manger (Europe) Ltd. (Pret) to test consumer reception for its vegetarian options. It provides the reasons for Pret taking up the marketing campaign. The case describes Pret’s launch of the Veggie Pret Store and Veggie Fridges, as part of the campaign. It elaborates on the efforts of the company to create a vegetarian product assortment that would appeal to a large part of its customer base that was primarily non-vegetarian. The case describes the marketing campaign – a mix of social media marketing, word-of-mouth buzz, and in-store advertising – of the company, which had never used traditional means of advertising for its products. It also gives a glimpse of the success of the campaign, which drove it to launch it in international markets like Hong Kong and the US.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Analyze the reasons behind product line extension
• Explore the effectiveness of non-traditional marketing campaigns
• Analyze the impact of market testing of a concept

Keywords

Pret A Manger; Quick-Service Restaurant (QSR); Product Line Extension; Test Marketing; Non-traditional Marketing; Social Media Marketing; Product Line Filling; E-Active Marketing; Alternative Media Marketing; Pop-up; Buzz Marketing; Word-of-Mouth Marketing; In-store advertising; Roll Out; Brand Extension.