Pret

Pret was launching a new warm ciabatta range and wanted more than samples in hands. It wanted reach and a real lift in sales. But a warm lunch needs something most Londoners don't give themselves: time.

Across the UK, 56% of workers regularly cut their lunch break short, with Londoners among the worst affected, and nearly half eat lunch while they work. A hot ciabatta deserves better than that.

You can't sell a warm lunch to someone who hasn't taken a lunch break. So we worked with Pret to create Take A Hot Minute - an experience that gave Londoners permission to pause.

We invited them to switch on their out of office, step away from their desks and join Pret in Golden Square for a real break. The square is one of Soho's favourite lunch spots, but famously short on places to sit. We brought the seats, and a warm ciabatta for every hand.

OOO Seating: Giant circular seats spelling out the out of office message, plus bean bags and branded step seating around the square.

Product Sampling: A branded hut and roaming ambassadors with heated bags, serving ciabattas hot across Soho.

Creator Hour: Creators got first access before opening, posting live to pull crowds on day one and bring them back on day two.