WCRS has created its first advertising for upmarket sandwich chain Pret A Manger since being appointed to the business in April (MW April 11). The campaign, which comprises Tube cards, cross-track ads, posters and in-store packaging, will run from September 2 to October 7. WCRS won the Pret business after an AAR-overseen pitch against Delaney Lund Knox Warren & Partners, DFGW and Circus. Based around the concept of ‘Pret passion facts’, the campaign caricatures key points concerning the way in which Pret’s food is produced and the lengths to which the company is willing to go to ensure that standards of quality and taste are met. The launch coincides with a number of initiatives at Pret: recent food developments include new range ‘Kids stuff’ – a food and drink range aimed at children aged between two and seven – and a wheat-free open sandwich range.