The challenge: The wrapped bread category is in a long, slow decline. Tesco agreed to work with Warburtons to create a solution for their stores.
Insight: Bread has come to be associated with a limited number of usage occasions chiefly toast for breakfast and sandwiches for lunch. In general people are also buying less due to health concerns and more exciting alternatives.
Idea: Take a fresh look at bread – a total redesign of the bakery category navigation and signage system, using the compelling semiotics of fresh bakery to connect with a wider selection of shopper occasions.
Conversion / Results: The new system has performed well above expectations in shopper trials and is now being rolled-out across the Tesco estate.