Supporting the relaunch of the one of the nation’s favourite breads with digital activation across Tesco, Morrisons and Sainsbury’s

Threepipe Reply supported one of the UK’s best known bread manufacturers as part of a wider product relaunch, designed to reinvigorate sales of one of its key SKUs into the family home.

The activity focused on driving incremental sales across Tesco, Morrisons and Sainsbury’s ecommerce sites over a three-month period in early 2021.

New packaging, brand messaging, as well as new ingredients, provided a fantastic opportunity to overhaul the existing digital shelf optimisation strategy.

Our creative team updated all brand assets across the retailer product pages and copy was rewritten to push key messages as well as to better optimise for improved organic visibility.

A blogger programme linking to the retailer product pages, with creative recipe ideas, as well as a successful product reviews programme was run in support.

Paid media activity was organised within the retailer sites, with a focus on delivering sales and positive ROI.


  • Average product ratings improved from 3.9 to 4.1 stars
  • Ranked no 1 for a key competitor search term
  • ROAS of £6.84 for every £1 spent from paid media activity