Driving awareness for Glutafin Bakery with an integrated campaign

Glutafin, a family business with over 30 years of experience, has partnered with us for more than 15 years. In 2016, they relaunched their bread portfolio, improving all recipes and introducing two new sliced loaves: the Glutafin Gluten Free Select Fresh Seeded Loaf and the Glutafin Gluten Free High Fibre Loaf. The goal was to raise awareness among diagnosed coeliacs and introduce the new products.

The challenge

Diagnosed coeliacs can be sceptical of prescription brands’ claims around better taste, as gluten-free bread often falls short in this area. To elevate Glutafin above the typical "factory-made prescription food," we aimed to present the products as traditionally crafted bakery items, building on Glutafin’s authentic development kitchen.

The strategy

We developed the concept of the "Glutafin Bakery" to align the bread range with traditional bread-making techniques, resonating with consumers' expectations of high-quality bread. This approach helped position Glutafin as the expert in gluten-free baking with over 30 years of experience.

The solution

We implemented an integrated campaign running throughout the year, primarily focusing on Glutafin’s bread range. This included promoting the two new sliced loaves and introducing a new White Roll in March. The campaign used the "Glutafin Bakery" theme, showcasing the brand as expert bakers using high-quality ingredients and traditional techniques. The campaign featured a dedicated website (glutafinbakery.co.uk), acquisition leaflets, and targeted emails. To humanise the brand, we highlighted the bakers behind the products, emphasising their dedication and craftsmanship.

Given Glutafin's availability on prescription, and the restrictions from Clinical Commissioning Groups (CCGs), our approach also had to address regional availability challenges.