In order to launch its Christmas sandwiches, engage consumers and gain some publicity for Christmas, Pret A Manger devised a clever holiday marketing stunt.
The stunt involved turning its entire London storefront into a gigantic Christmas present that could be unwrapped by the public. The red paper that was used to wrap the entirety of the store's exterior was used to match the same packaging that's used on the sandwiches. This made it incredibly easy for consumer to recognize the free and festive lunches that they were eligible to grab by participating in the unwrapping.
As well as helping to sate the hunger of hundreds and thousands of Londoners, the Pret Foundation is making a donation for every sandwich sold to support charities that provide aid to the homeless.