• "I don't buy bread as much as I used to..."
    Warburton's category enhancement

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.

The work

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