The challenge for SL was to bring out the history in Red Fife. The bread also needed to be positioned as Weston’s best offering with the added need to call out the year 1882 which signifies the history of the Red Fife wheat ingredient.

The need for Weston White Bread was to highlight its old fashioned feel and the fact that the bread uses regular flour and no preservatives. Additionally, it was important to get across the message that the bread was made fresh in-store.