Pret have always sold coffee. In fact, Pret coffee is very good coffee: fair-trade, organic beans and every barista has twelve weeks of intensive training. However, customers were buying their food from Pret and their coffee elsewhere. This campaign helped to change all that. Pret coffee now accounts for over 15% of their sales. Of course, we didn't just come up with one coffee campaign. Whilst there can only ever be one winner, this one came a close second. The Coffee Amnesty was an activation idea that could sit with any campaign.