This Much I Learned: Pret’s Becci Dive on ripping up the rulebook

In the latest episode of Marketing Week’s podcast series, UK head of marketing at Pret A Manger, Becci Dive, discusses the “once in a lifetime” challenge of Covid-19, digitising the brand and taking an idea from WhatsApp to store in a matter of days.

Reacting to the demands of the pandemic is a challenge for any brand, but for a nationwide chain like Pret A Manger the crisis has required a total rethink.

With stores closed as lockdown set in, Pret pivoted fast, ramping up its focus on delivery and rolling out a new hot drink subscription service to keep consumers connected.

In a bid to show solidarity with the NHS the chain rolled out a 50% discount offer, an idea first conceived on WhatsApp, which has since served more than 100,000 people. The offer also drove a 620% uplift in engagement on social media and increased Pret’s share of voice by 66% in the space of 24 hours.

As well as launching new services, the brand has continued to invest in innovation, expanding its vegan menu and launching new products using ideas crowdsourced on social.

In this podcast, UK head of marketing Becci Dive discusses why the business has “leaned into marketing” during the coronavirus crisis and explains how her team have worked at speed to digitise the Pret brand.

From opening up about mental health issues to closing the career confidence gap, you can listen to previous episodes of Marketing Week’s This Much I Learned podcast on iTunesSoundcloud and Spotify.

Innovation will be the key focus on day three of the Festival of Marketing’s new event Fast Forward, which takes place on 7 to 10 June. Visit the Festival website for more information on sessions, speakers and tickets.