Glutafin, the prescription-only gluten-free food brand, is to mail 50,000 sample loaves of its new gluten-free fresh bread to UK coeliacs as part of an integrated launch created by AgencyUK.
The new campaign will target diagnosed coeliacs, positioning the new Glutafin Select Fresh Loaves as the closest thing to regular brown and white bread for those on gluten-free diets.
Creative for the new campaign will build on Glutafin’s core “Appetite for life” brand proposition, developed by AgencyUK earlier this year. It will celebrate the joys of rediscovering the taste of fresh bread in a gluten-free form, with the help of an 11-year old girl, chosen as the ‘face of Glutafin’ in a competition earlier this year.
Over the next two months, the campaign will roll out across a series of emails, press and banner ads, inserts, direct mail and a competition to win gluten-free Teas at the Ritz. The sample mailing of 50,000 loaves will be preceded by a postcard campaign alerting consumers to the free trial.
Bob Trice, managing director at Nutrition Point, owners of Glutafin (UK distributors for Glutafin), comments:
“This is our biggest (one of our biggest) product launches of the year. Our new and improved fresh loaves combine the great taste and texture of ‘real’ bread with a larger slice (pack) size. We’re confident that AgencyUK’s comprehensive launch strategy will capture the imagination of our consumers (target market), and encourage them to look at gluten-free bread in a whole fresh way.”
Sammy Mansourpour, partner at AgencyUK, comments:
“Glutafin is a brand which really helps certain people live more enjoyable and fulfilling lives – something that our ‘appetite for life’ campaign has been focusing on throughout this year. This latest creative brings out the simple joys and memories of fresh bread, and the chance for coeliacs to recapture those joys with Glutafin’s new products.”