Building everyday joy for a new generation
by matter
Pret à Manger partnered with mci group’s social media studio, Matter, to reimagine how the brand connects with a new generation of French consumers. Through a creator-led, content-first approach, Pret moved from being part of a daily routine to part of a cultural conversation.
Reached over 4.5M
impressions across Instagram and TikTok
Drove 24K clicks and 800 app installs, with strongest growth on TikTok (+500)
Elevated Pret’s image from convenience brand to cultural lifestyle icon
Built a scalable influencer model for authentic, localized engagement
In France, Pret is part of everyday life, but not yet part of the cultural moment. Younger audiences expect brands to feel human, generous, and real.
The opportunity was to shift from promotional storytelling to emotional connection, showing Pret not just as a place to buy coffee, but as a brand that fuels creativity, friendship, and community.
Matter created a campaign around one powerful idea: “Generosity is our secret ingredient.”By partnering with eight foodie creators, Pret brought this idea to life through authentic, creator-led storytelling, content that looked and felt real, not advertised.
The approach blended lifestyle, humor, and warmth, turning Pret’s “Club Pret” subscription into a symbol of everyday generosity.
Authentic UGC and influencer content on TikTok and Instagram
Lifestyle-driven stories that mirrored the rhythm of everyday life
Localisation strategy focused on Paris for maximum cultural relevance
Creator partnerships that built long-term
community trust
