Driving demand for Glutafin's new gluten-free pizza bases

Glutafin, a gluten-free brand that has worked with our agency for over 15 years, tasked us with raising awareness and driving uptake of their new and improved gluten-free pizza bases. Our goal was to increase the number of diagnosed coeliac patients choosing Glutafin pizza bases on prescription.

The challenge

Coeliac patients often feel restricted in their food choices and long to feel "normal" when it comes to meals like pizza. Our campaign aimed to meet that desire by marketing the product in the same way as any fast-moving consumer goods (FMCG) pizza brand, rather than using a clinical healthcare tone.

The strategy

The strategy was to align Glutafin's gluten-free pizza bases with familiar, enjoyable lifestyle occasions, positioning them as part of a "great night in" experience, similar to how mainstream pizza brands are marketed.

The solution

We executed an integrated campaign involving social media, advertising, and direct mail, all focused on a "Great Nights In" theme. This included sending consumers a product sample with movie-themed pizza toppings and a promotion to win a TV. Participants were encouraged to share their own movie-inspired pizza toppings on social media to enter the competition. This approach helped attract new consumers and convert users of competitor products through a free trial.

Our deep expertise in the gluten-free category, built over more than 15 years, enabled us to deliver a quick turnaround for this campaign, leveraging the combined knowledge of our Health and Retail teams.

The impact

The campaign successfully boosted both volume and market share, with participants actively engaging via social media, sharing their creative pizza topping ideas as part of the competition.

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