Christmas Menu

Ahead of the festive season, we brought Pret’s cheekiest sprout to life — Russel the Brussel! In this fun, Christmassy animation, Russel skates his way around Pret’s festive food and drink range, spreading holiday cheer wherever he goes. This merry little animation popped up across Pret’s UK social media, paid ads, and even in-store digital signs, making sure everyone was in the festive spirit.

The Brief

When Pret asked us to help them celebrate the festive season with their Festive Menu Launch, we knew this was Christmas Pret-style which meant warmth, joy and a touch of mischief.

Enter Russel the Brussel, the cheekiest sprout this side of the veggie patch. Created as the star of Pret’s festive campaign, Russel skates, spins, and slides his way through a winter wonderland of delicious holiday treats, spreading cheer and charm wherever he goes. Equal parts adorable and unapologetically green, he quickly became the unexpected hero of the holidays.

The brief was to bring a unique character to life – one that could represent the spirit of Pret’s festive food range in a way that was playful, memorable, and totally distinct from traditional Christmas marketing. Russel is a fun-loving, fast-moving Brussel sprout with big energy.

The Concept

We built the animation to be cute and fun loving. Russel doesn’t just sit on a plate; he zips around sandwiches and leaps over latte cups like he’s training for the Sprout Olympics. He’s on a mission to spread holiday joy, all while showing off the stars of Pret’s festive menu – from their classic Christmas sandwich to gingerbread lattes and seasonal treats.

The animation style needed to balance Pret’s recognisable brand aesthetic with a dose of playful charm.

Behind the scenes, this was a project that came together through close collaboration with Pret’s in-house team. We developed Russel’s look, personality, and movement style, then worked to map out his journey through a festive Pret landscape. Every interaction was carefully choreographed to showcase a different menu item.

The Result

The finished animation made its debut across Pret’s UK social channels, with Russel popping up in everything from Instagram Reels to Facebook ads. And he didn’t stop at social. The animation was adapted for paid ads, in-store digital signage, and Pret’s seasonal marketing platforms, giving the campaign a consistent and cheerful thread wherever customers engaged with the brand. Whether you were walking into a Pret shop, scrolling through your phone, or grabbing your morning coffee, Russel was there – spinning, skating, and spreading good vibes.

For us, this project was about more than just animation. It was about creating a character that could make people smile during one of the busiest, most emotionally loaded times of the year. In a world of over-the-top Christmas campaigns, Russel stood out by keeping things simple, joyful, and genuinely fun.

Working with Pret always means great food, great energy, and a chance to bring something unexpected to life. With Russel the Brussel, we got to do all that, and then some. He’s proof that even the most unlikely Christmas hero (yes, even a sprout) can steal the show when you let creativity lead the way.