Warburtons’ bespoke display unit strikes double gold at the POPAI 2021 awards

The free-standing units we developed for Warburtons have been awarded gold in the Display of the Year – Permanent category and gold in the Grocery & General Merchandise – Permanent Display category in recognition of point-of-purchase perfection.

Working in close partnership with Warburtons and their retail partners, we produced a distinctive display unit that would inspire shoppers to ‘trade up’ into the craft and premium bread space. Using a multidisciplinary approach that combined the best of consumer insight and creativity, we immersed ourselves in the product journey and bread life cycle. From exploring and understanding the ingredients and baking process of the craft range, to following the products through the delivery network and onto shelves in store.

To understand the consumer perception of craft and premium bread in this category, we conducted accompanied shopping trips and diary studies. This was closely followed by a co-creation session, attended by existing and target customers, members of the Linney creative team and Warburtons’ stakeholders. From these insights, we paired design cues from boulangeries and bakeries, with the practicality of modern retail fixtures and hardware to create maximum standout and increased propensity to purchase.

Carl Pickett, Category Development Controller stated: “‘The Craft of Baking’ stand has brought to life our vision to elevate premium bread in-store and show-case our products brilliantly. Consumer insight was at the heart of the design process to create a truly distinctive display that has delivered double-digit sales growth in-store and helped to gain new stockists.”