Pret a Manger has launched its first marketing campaign on TikTok, debuting a branded hashtag challenge on the short-form video app for Christmas.

The #JoyWithPret campaign aims to flood TikTok with positive moments to spread seasonal joy in these trying times. The campaign has been launched with popular creators including @grandadjoe1933, @laurieelle, @Ellis_Atlantis, @shericebanton, and @kabsfamily.

Users will also be encouraged to take part in the challenge via a TopView ad, which takes inspiration from Prets Christmas menu to Pret The Halls with Pigs in Blankets.

“As our marketing shifts to follow the broader moves of the business to get Pret to the people, marketing investment into digital channels has naturally followed suit. We’ve been working hard at bolstering our performance activity to drive orders of Pret on delivery or sign ups to our new coffee subscription, so we’re excited to be making similar leaps for Pret in the brand space too, all with the support of the team at Brainlabs,” said Becci Dive, UK Head of Marketing at Pret a Manger.

“We’re proud to be the first major UK high street food and coffee retailer to run a Hashtag Challenge with TikTok, and even prouder to bring a little joy to so many of their users during what has been a rather gloomy start to the festive season.”