The Brief

Asda had invested substantially in improving and expanding its bakery range, with a particular emphasis on its range of artisan breads. Bread can be just as exciting for many of us on a meal out. So, let’s elevate and celebrate bread. This Asda bread is so good it deserves better than being in a basket or a side plate. Let’s give bread the starring roll (pun intended) it deserves.

The Big Idea

Introducing the first fine dining restaurant that served nothing but bread, bread and more bread. Bread for starters, bread for mains, bread for desserts. 13 courses of bread to be precise and with a resident ‘Doughmelier’ to pair the bread plates with Asda wines.