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Aimed at existing Warburtons customers and new protein fans, the challenge was to convey the key product benefits at fixture, educating shoppers whilst also driving sales. With no ‘above-the-line’ creative, we were tasked with producing the overall look and feel, opting for a clean, rustic look which calls out the key messaging used on the packaging. This was then developed into a suite of POS tools that were implemented across several grocery retailers, drawing attention to the new range.
The launch was a huge success for Warburtons. Within ASDA the range over indexed online, whilst Morrisons reported a 50% uplift on shoppers purchasing from outside of the category. Warburtons’ protein range aligns with retailer emphasis on health and wellness and driving back volume into the bread category.