Pret’s ‘Opening doors’ campaign tells the story of its apprenticeship scheme, which offers support, training and jobs to people affected by homelessness.
Pret A Manger is taking an alternative approach to Christmas marketing as it eschews a big budget TV ad and focus on gifting to instead tell the story of its apprenticeship scheme, which provides training and real jobs for the homeless. The campaign, called ‘Opening doors’, marks the first time the high street food chain has invited a filmmaker to document the scheme. Director Matthew Barton was given access to the programme for a year to document the stories of some of its participants. These stories include Jay Tarrant, who graduated from the programme in 2009 and is now a chef at London’s Landmark Hotel. The video also follows Mark and Sabina as they go from trial shifts in a Pret shop towards graduation and permanent roles. Read the full article here.... Read